Bulldog Licensing has announced the first licenses inked for the Bored Ape brand, consisting of licensed clothing specialist, Poetic Brands, and consumer electronic products supplier, Ecell Global. License Global reported in August that Bulldog Licensing had been appointed to represent the Bored of Directors, the Bored Ape Yacht Club (“BAYC”) NFT Collective, in the U.K. and Ireland on behalf of brand owner, NFIP Holdings.  

Both licensees will be using original imagery inspired by the 12 BAYC NFTs that make up the collective, a grouping of owners of animated blue-chip ape NFTs. However, these are more than just cartoons; they are Ethereum-based nonfungible tokens: unique, collectible artworks digitally certified as the property of one paying owner per illustration, which have been sold for over $3,000,000 at Sotheby’s. 

“We like to think that our success with diverse, distinctive and highly original properties was a major factor in this appointment,” says Rob Corney, managing director, Bulldog Licensing. “We certainly see very strong opportunities for the Bored of Directors across multiple categories. We’re looking forward enormously to working on this exciting brand.” 

“We have been monitoring the demand for BAYC apes both by end consumers and the licensing community alike and knew that a well-structured packaged offering would be appealing to jumpstart the metaverse apes’ plunge into the world of consumer goods,” says NFIP Holdings. “We have been careful to appoint companies that have a reputation for originality and creativity to work with the brand – and that describes Bulldog. We’re delighted to be working with them.” 

Poetic Brands will be producing a range of kids’ and adult apparel including day and nightwear, as well as a gifting range with figurines, mugs, stationery and key chains. The designs will feature the apes that are part of the Bored of Directors collective. 

Ecell Global will produce a range of phone, tablet, laptop and game console cases and accessories. The range will be available online this fall. 

Many categories are now being targeted by Bulldog for the brand, taking advantage of a full style guide featuring on-trend images, personalities and graphics. They include food, beverages, beer and spirits, interactive, gaming, homewares, publishing, toys and social stationery.