Cosmopolitan, The National Magazine Company’s flagship women’s monthly, has appointed licensing specialist Copyright Promotions (CPL) to develop brand licensing and merchandising in the UK.
Confirmation of the deal emerged on the eve of this week’s World Licensing Expo in London. The brief is to develop Cosmo-branded products to exploit “the bond of trust between publisher and reader”, a CPL spokeswoman explains.
NatMags already adopts an aggressive approach to exploiting its magazine brands. Its own product extension department, headed by Anne Melbourne, has been responsible for Cosmo diaries, cookery books, exercise books and a board game.
However, the appointment of CPL – which already represents the title in France, Germany, Benelux, Portugal and Spain – is understood to mark an emphasis on a more innovative range of products in the UK.
The CPL spokeswoman adds that Cosmo will avoid areas of direct conflict with magazine advertisers, such as cosmetics.