Bulldog Licensing, which manages the rights for Route 66 in the UK and Eire, has secured two new licensing partners to build the brand's presence in the market.

Iconospheric has signed up to create a collection of print on demand wall art, apparel and accessories, home décor, gifting and stationery based on the instantly recognizable property. The licensee has already launched a range of wall art and will follow new products later this year.

Meanwhile, Assured Products is on board for car care products, including cleaners, polishers, screen wash and de-icers; engine oils; bike and motorbike care products and gifting lines, including body and hand washes and shampoo, providing a range with great synergy with Route 66.

The Route 66 property has experienced a strong start to its UK fashion launch with Brand Alliance and Bulldog now extending the licensing campaign with partners in ancillary categories for the legendary highway which once linked Chicago to the American West.

"Iconospheric and Assured Products are perfect partners for the Route 66 brand and we're excited to see the products they create as leaders in their respective fields," says Rob Corney, managing director, Bulldog Licensing. "The Route 66 brand has a huge appeal across generations as a symbol of freedom and adventure, which is particularly poignant at this time. Route 66 is established throughout a wide range of territories and is already a €30 million retail brand. We are looking forward to extending that success in the UK market."