Airfix to commemorate First World War centenary

In the build-up to the centenary in 2014, firm extends licence with the Imperial War Museum.
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As part of the The Imperial War Museum's licensing programme in commemoration of the centenary, Airfix, a current licensee, will be developing a range of dioramas and military vehicles.

Elizabeth Bowers, head of publishing and licensing, commented: "2014 is a major anniversary for the Imperial War Museum and we are delighted that Airfix have seized the opportunity to work with us.

"We will be revealing more details and licences throughout the year in the lead up to Brand Licensing in 2011."

Darrell Burge, head of marketing, Airfix said: "We were very keen to secure the Imperial War Museum as a key licence as part of our strategy to commemorate significant anniversaries and in particular that of First World War.

"The museum offers us expert advice and unrivalled access to their collections ensuring that our products are accurate. As a first step in our strategy in 2011, we will be launching our ‘Victoria Cross Icons’ collection, telling just a few of the incredible stories of bravery featured in the new Ashcroft Gallery."

The Imperial War Museum plans to lead national cultural commemorations to mark the First World War Centenary and is embarking on a major project to renew the Museum’s permanent First World War galleries in time for 2014.


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