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Imperial War Museums Expands Toy Category with New Ranges from The Lagoon Group and The Monster Factory
New Line of Toys, Games, Puzzles and Inflatables Inspired by The Spitfire Collection by Hemingway Design for IWM

Imperial War Museums (IWM) is proud to announce new partners for its toy category as the licensor gears up for Brand Licensing Europe 2016 (BLE 2016) where it will be exhibiting from Stand R10.

The Lagoon Group has produced a line of new products for their IWM range of toys and games that includes jigsaw puzzles, a rubber-band powered spitfire, poster paper planes and a model spitfire and tank. Using IWM’s specially commissioned designs from Hemingway Design, The Lagoon Group has brought its distinctive styling and innovation to these great products, which will debut at retail in the UK.

Heather Watherston, Director of The Lagoon Group, said ‘After the resounding success of our Ladybird Books and Natural History Museum ranges, we’re delighted to announce our new IWM range of spitfire toys and gifts.”

Watherston continues, ‘It has been a wonderful project combining the authenticity of the IWM brand and its fabulous collection of Second World War posters with contemporary design to develop some really fun boys toys which will make great gifts for anyone aged 8 to 80!’ 

IWM has also signed a license with The Monster Factory, well known for its original product ideas. The firm has produced a spitfire inflatable that will be launched at BLE 2016 in October.

Martin Grix, Managing Director of The Monster Factory said ‘We feel that the IWM license complements our portfolio of brands, we are very excited to be working closely with the IWM licensing team to produce a fantastic innovative range from their extensive archives and knowledge base’.

David Fenton, Head of Retail and Licensing at IWM said, ‘These licensees have developed some great products and we are delighted to be working with them. They have both been enthusiastic and committed to bringing high quality, innovative products to the market, under IWM’s unique brand and the new ranges will extend our toy offering aimed at children’.

Licensees have access to IWM’s rich collections, which includes posters and graphic arts, film, letters, diaries, photographs, paintings, textiles and sculpture. With over 2 million visitors to IWM’s five branches every year, IWM is also in an ideal position to support its licensees by reaching target consumers through its own communication channels which boast  5 million web visitors, 60,000 loyal e-News subscribers and over 80,000 followers on social media channels.

IWM leads a vibrant global programme of cultural events and activities. Its digital platforms enable millions of people across the world to discover more about our history and the personal stories of people affected by conflict.

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Diana Veysey/Charlotte Newcombe at License to PR

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Notes to Editors

IWM (Imperial War Museums) tells the story of people who have lived, fought and died in conflicts involving Britain and the Commonwealth since 1914.

Our unique collections, made up of the everyday and the exceptional, reveal stories of people, places, ideas and events.  Using these, we tell vivid personal stories and create powerful physical experiences across our five museums that reflect the realities of war as both a destructive and creative force.  We challenge people to look at the conflict from different perspectives, enriching their understanding of the causes, course and consequences of war and its impact of people’s lives.

IWM’s five branches are IWM London, with six floors of exhibition and displays; IWM North, housed in an iconic award-winning building designed by Daniel Libeskind; IWM Duxford, a world renowned aviation museum and Britain’s best preserved war-time airfield; Churchill War Rooms, housed in Churchill’s secret headquarters below Whitehall and the Second World War cruiser HMS Belfast moored in the Pool of London.