The U.K.’s Royal National Lifeboat Institution has appointed global licensing agency Brands with Influence to represent it worldwide for licensing and merchandising.

BWI plans to expand RNLI’s existing licensing program with new partners and products to drive awareness of the charity.

“Here at the RNLI we have been steadily growing our licensing and retail over the past few years, and we felt the time was right for us to extend our licensing and commercial partnerships further,” says Kevin Smith, licensing manager, RNLI. “We know there is enormous public affection for our brand, and we are really excited to be working with BWI on growing a licensing program that can begin to capitalize on this to help us continue saving lives at sea.”

Founded in 1824, the RNLI charity saves lives at sea around the coasts of Great Britain, Ireland, the Channel Islands and the Isle of Man.

“The RNLI is a national treasure, with fabulous consumer awareness and a brand with really positive values,” says Martin Lowde, managing director, BWI. “It is a privilege to be working with this vital lifesaving charity and helping them to generate new income streams and new supporters. Over the coming months we will be presenting a range of exciting new merchandise, licensing and promotional opportunities that will enable partners to create new products and services with optimum fundraising potential.”