Gifts Today magazine

RHS style guide success at BLE

The new Royal Horticultural Society children’s style guide was the centrepiece of the RHS stand on its return to BLE after five years, and it has already inspired enormous interest – including a major publishing deal

Visitors to stand B366 were able to see the multiple design assets that have made the RHS one of the most resource-rich partners in heritage licensing – and that have now inspired the amazing new artwork underpinning a new RHS licensing style guide for children’s products.

The colourful new guide, inspired by items in the RHS Lindley Collections, the world’s finest collection of botanical art, dominated the stand. Concept artwork on shelves, mobiles hanging from the ceiling, and the entire backdrop to the stand, all underlined the property’s potential in the children’s market across a number of categories, enhanced by the new guide. Some wonderful, and very colourful, ideas, including waterproof macs, wellington boots and t-shirts, attracted favourable comment from visitors – and even an envious question or two about adult versions!

The new RHS licensing style guide for children’s products encompasses four styles – the bold and sassy Home Grown and I Bug You and the traditional and timeless Flower Power and Trees & Leaves. All are appropriate for many looks and themes designed to appeal to children.

The timing of the new guide could not be better. The guide builds on the charity’s success in both outreach for children, families and schools, and child-friendly events at its gardens and shows, also reflected in its recent update to the organisation’s strapline and logo with ‘Inspiring Everyone to Grow’. Now the charity plans to address this growing young audience through a strong focus on children’s products in the coming months.

Among the main target categories for the children’s product campaigns will be toys, games, books, apparel and tools for young gardeners. In fact, with a number of licensees expressing interest already, the RHS was able to announce the first product partnership at BLE 2019. Several retailers expressed an interest too.

The RHS Children’s Style Guide has already informed a major deal with Scholastic, the world’s largest publisher and distributor of children’s books, for a new range of children’s titles for ages four and up. The range, which launches in spring 2020, will be available in bookshops and supermarkets as well as in garden centres and online.

Cathy Snow, RHS Licensing Manager, says: 'The RHS brand has a lot to offer children – both young gardeners and lovers of beautiful, colourful designs – and that is reflected in our new licensing children’s style guide. The new guide turned many heads at BLE and we are already dealing with enquiries about its potential across a number of categories.'

rhs.org.uk


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