The National Geographic brand is planning to lend its famous yellow-border to the home interest and lifestyle market by launching a range of branded linen and clothing next year.
The brand already lends its name to an apparel and a footwear collection. In May, National Geographic set up a licensing division in the UK in an attempt to roll its branded products out on a global basis.
National Geographic UK licensing director Iain Wakefield says: “We are building a family of products related to the brand and anything that expresses the National Geographic brand proposition.”
There are also plans for National Geographic to enter the education market, with the launch of toys and games. Wakefield says that the range will include puzzles for adults and board games for children.
Outdoor accessories, including tents, are also due to be launched soon, which will give the brand an entry into the adventure-travel market.
Another media owner that has lent its brand to lifestyle products it the National Magazine Company. Its glossy women’s title, Cosmopolitan, has already been used to brand clothing, linen, watches and eyewear. The magazine is also moving into leisure with the launch of Cosmo Spirit café chain across the UK.