Press Release from 4Kids Entertainment International Ltd.
4Kids Entertainment International Ltd. and the Royal Air Force have ended their agency relationship following a competitive tender process.
4Kids was awarded the licensing agency contract by the Ministry of Defence (MOD) in October 2004 to help raise the profile of the Royal Air Force as a consumer brand. The agreement was thought to be the first partnership with the MOD of its kind.
In the ensuing four and a half years, 4Kids was successful in establishing a comprehensive licensing programme throughout the UK with partners on board across publishing, back-to-school, apparel, collectables and, most recently, a tri-service toy range. The licensing programme has also expanded to mainland Europe where it is positioned as a fashion lifestyle brand with licensees in place for apparel, nightwear, footwear, home furnishings and back-to-school in France and apparel and watches in Italy.
"The Royal Air Force is very pleased to have benefited from the advice and expertise of 4Kids in breaking new ground in the licensing arena," said Squadron Leader Stuart Balfour, head of licensing and marketing for the Royal Air Force. "Over the past 4 and a half years we have seen the Royal Air Force brand develop both its reach and profile significantly, achievements which would not have been possible without the hard work of 4Kids. Now that our partnership has come to a natural end we wish 4Kids every success with its extensive portfolio of other premier brands."
"It has been a privilege to work so closely with the Royal Air Force over the last four and a half years, and 4Kids is proud of the successful licensing programme we have developed around the brand, said Sandra Vauthier-Cellier, Managing Director, 4Kids Entertainment International. "We will be working with the Ministry of Defence to ensure a smooth transition of strategies across the various markets in which the brand has been established, and wish the team continued success in the future."
