Harley-Davidson, the iconic motorcycle manufacturer, is to launch a range of toys and a children’s clothing line to boost the brand’s popularity with young consumers.
The company, which already sells branded products in the US, has signed a licensing deal with The Beanstalk Group UK to launch a series of children’s products in Europe from next year.
Harley-Davidson vice-president of general merchandise Ruth Cowley says: “Our customers enjoy sharing their enthusiasm for Harley-Davidson with their families – especially their children and grandchildren. Through licensing such programmes, we strive to bring the authenticity of the Harley-Davidson brand to today’s youth.”
The company, which has worldwide sales of over $5bn (&£2.8bn), posted encouraging figures earlier this month that showed a 16 per cent increase in third-quarter profit as demand for the group’s motorcycles exceeded analysts’ expectations.
Sales rose by ten per cent to $1.43bn (&£808m) and net income at the US-based company rose to $265m (&£150m) from $229m (&£129m) the previous year.
The Beanstalk Group has worked with Harley-Davidson in the US for more than 20 years. CiarÃ¡n Coyle, senior vice-president of European operations and managing director of The Beanstalk Group UK, says: “We are delighted to expand Beanstalk’s long-standing relationship with Harley-Davidson and will be looking to create products that will introduce the brand to a new generation.”