Bioworld has been tapped as first licensee in new campaign.

License Global

April 18, 2023

2 Min Read
Promotional image for The 50th Anniversary of Hip Hop.The Brand Liasion

Rocket Licensing, the global licensing and brand development company, has been appointed to manage licensing in the U.K. and other European countries for The 50th Anniversary of Hip-Hop, a campaign that honors the legends and communities that birthed the cultural movement in 1973. 

A Culture Fund has been created with an initial goal to raise $250 million and will issue grants to 50 U.S.-based organizations that will improve the communities that birthed the hip hop culture. Partnering with NGO Beats Rhymes & Relief and the Carver Federal Savings Bank (to house the fund), The 50th Anniversary of Hip-Hop will communicate the message of peace, love and unity – capturing the spirit of the hip hop community in its formative years. Rocket Licensing is working with licensees to direct a portion of the royalties to both the For The Culture Fund and other local organizations.

Making the most of Rocket Licensing’s experience and expertise in brand-building development, The 50th Anniversary of Hip-Hop already has plans for merchandising, activities and events highlighting the core elements of hip-hop – MCing, DJing, graffiti art, and breaking and knowledge. The potential product categories include apparel, footwear, headwear, sunglasses, records, stationery, tech accessories, gifts, games, toys and novelty items. Rocket will manage the U.K. and parts of the Europe market, supported by master agent The Brand Liaison, in the U.S. 

Related:Steven Heller: Licensing Out, Licensing In

“It’s a great honor to be part of a campaign that celebrates one of the most influential cultural and musical movements of the past half-century,” Steven Heller, president and founder, The Brand Liaison. “We’re sure that The 50th Anniversary of Hip-Hop will capture the imagination of millions, and we’re thrilled to have the support of Rocket in the key markets of the U.K. and Europe.”

The first U.K. licensee for The 50th Anniversary of Hip Hop has already been signed. Manufacturer of licensed apparel and accessories, Bioworld International, plans to produce a range of daywear, loungewear, nightwear and accessories for adults and older children. It will reach retail in the U.K. and Europe in late summer this year to coincide with The 50th Anniversary of Hip-Hop. 

The daywear range includes T-shirts, sweatshirts, hoodies, fashion tops, shirts, jackets and trousers. There will also be loungewear, including leggings, shorts, joggers and tops, as well as nightwear – pajamas, nightshirts and robes. The apparel ranges are supported by an accessories range composed of headwear, bags, backpacks and small accessories. 

“Hip-Hop has been a phenomenon for 50 years – a major cultural landmark and one that undoubtedly needs to be celebrated! We are delighted to be part of this collaboration and to contribute in any way we can in raising awareness of this extremely important historic anniversary,” says Rob Wijeratna, joint managing director, Rocket Licensing. 

About the Author(s)

License Global

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