The strategic partnership aims to expand the Haynes brand into new product categories.

License Global

September 4, 2023

2 Min Read
Supermarine Spitfire Manual, Haynes Group
Supermarine Spitfire ManualHaynes Group

Haynes Group, the publisher of automotive repair manuals and an authority in vehicle maintenance, has announced the appointment of Licensing Link Europe as its global licensing agency. The strategic partnership aims to expand the Haynes brand into new product categories, leveraging its rich heritage and global recognition.

Established in 1960, Haynes Group has become synonymous with car and motorcycle manuals featuring detailed cutaway designs that enable readers to repair and maintain their vehicles efficiently. The company's first-ever Haynes Owners Workshop Manual, based on the Austin Healey 'Frogeye Sprite,' was published in 1966. Since then, Haynes has accumulated over 60 years of publishing expertise.

In addition to its car manuals, Haynes has previously explored licensing opportunities with a range of products, including puzzles, gifts, apparel, and toys, as well as partnerships with best-in-class licensees and retailers.

Following the acquisition of Haynes Group Limited by Infopro Digital in 2020, a strategic review of the licensing program was undertaken. This evaluation has now led to the exciting decision to re-launch and revamp the licensing program with a fresh approach. It renews Haynes’ commitment to building the brand's presence in the licensing space. 

“We are extremely pleased to be appointed as the global agent for Haynes Group,” says Chris Taday, co-founder, director, Licensing Link Europe. “Having previously worked with Haynes as a licensee with a couple of our licensors, we understand the brand and its unique position in the market. We recognize the immense potential of brands with heritage in the licensing industry and eagerly look forward to collaborating with the talented team at Haynes to unlock new opportunities and expand the brand's reach."

“As we develop an all-new range of digital repair products for DIY fixers, we also love to see the Haynes brand used in other ways,” says Andrew Golby, head, consumer automotive, Haynes Group. “Our customers and fans have always responded well to licensed products, and the team at Licensing Link are in a great position to help us create an all-new range of branded items.”

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License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

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