The Wildflower Group is on board to support the iconic newspaper.
The New York Times has appointed The Wildflower Group as the newspaper’s global licensing agent.
TWG will now work to build licensing programs for The New York Times, focusing on popular sections from the paper and its various digital products to provide curated goods and services. Initially, the new program will focus on food and beverage products, cooking tools, housewares, promotions and co-branding opportunities.
“The New York Times has a profound presence for so many people and places worldwide,” says Michael Carlisle, principal, TWG. “Our role now is to push the brand further beyond the consumption of content and reach deeper into the readers’ day-to-day life.”
“A major initiative for The Times is to achieve greater and more meaningful contact with our readers,” says Greg Miller, director, branded services and licensing, The New York Times. “We were impressed by the approach The Wildflower Group proposed to accomplish this, and we are anticipating exciting and innovative results from this partnership.”