IWM Partners for Toys

Imperial War Museums has tapped two new licensees–The Lagoon Group and The Monster Factory–for a new line of toys, games and inflatables.

April 6, 2018

IWM Partners for Toys

Toy ranges will feature Imperial War Museums’ collection of Spitfire planes, among other WWII relics.


Under the terms of the deal, The Lagoon Group has created a range of that includes jigsaw puzzles, a rubber band-powered Spitfire plane, poster paper plans and a model spitfire and tank.

“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,” says Heather Watherston, director, The Lagoon Group. “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 toys.”

Meanwhile, The Monster Factory has produced a Spitfire inflatable, which will be launched at Brand Licensing Europe, Oct. 11-13.

“These licensees have developed some great products, and we are delighted to be working with them,” says David Fenton, head, retail and licensing,

IWM. “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.”

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