By Allison Watkinson
TLL Reporter
Wildbrain’s Aspire division has secured new partners for Sauber Motorsport’s Alfa Romeo Formula 1 Team Stake licensing program.
The new licensees secured for Alfa Romeo F1 Team Stake include multiple product categories such as apparel, collectibles, posters, figurines and more.
“The scope of these deals highlights the global surge in popularity for motorsport brands, and especially a strong appetite amongst consumers to celebrate the F1 season,” said Aspire director, Victoria Whellans. “Aspire’s strategy is to bring a creative and curated approach to lifestyle brand management, applying a global perspective at local level. This incredible range of products offers fans new opportunities to engage with their favourite team and share their love for the Alfa Romeo F1 Team Stake brand.”
New licensing partners for the brand in the apparel category include Outerstuff, Abercrombie & Fitch, and Heal Tread.
Outerstuff has been selected to create apparel for the Alfa Romeo F1 team’s collaboration with Abercrombie & Fitch, as well as a multi-territory fashion line under the Outerstuff brand.
The licensing deal with Abercrombie & Fitch includes two co-branded t-shirt designs which are currently available in the US, Canada, Europe and the UK at Abercrombie & Fitch stores and digital e-commerce platforms.
Developed by apparel partner Outerstuff, the licensed Abercrombie & Fitch t-shirts feature new artwork that was created for this year’s F1 races.
Heal Tread has launched an adult socks collection that features stylized images and prints inspired by race car drivers and car livery from Sauber’s Alfa Romeo F1 team at the Las Vegas Grand Prix.
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The Heal Tread collection can be purchased on the brand’s ecommerce website and at select retailers worldwide.
In the toys and collectibles category, Aspire has secured licensing partnerships with AFX, Yu Tung Technology, NZG, Stilo, and SFX Collectibles.
AFX (also known as Racemaster) has signed on to develop a collection of licensed Alfa Romeo F1-inspired slot car toys.
Set to launch in late 2023, the toys included in the AFX collection will be sold at retaulers worldwide as both a full slot racing set and as individual items.
Yu Tung Technology (also known as Yolopark) has been signed for a licensed Alfa Romeo F1 team racing block set with race car driver figurines.
The Yu Tung Technology collection is scheduled to debut this winter across China.
NZG is creating a die-cast Alfa Romeo model car collectible that will be sold alongside themed figurines and helmets worldwide.
Stilo will launch a die-cast collection of mini-replica Alfa Romeo helmets that will be available in specialty retailers worldwide and online. The helmet designs featured in the Stilo collection will focus on Alfa Romeo F1 racer, Valtteri Bottas.
In addition, SFX Collectibles ia launching a stylized Alfa Romeo F1 Team Stake model car with driver and pit stop crew statues. The products from SFX Collectibles will officially launch in late December 2023.
The Alfa Romeo F1 Team Stake brand has also expanded into official posters and fine art prints through a global licensing agreement with Automobilist S.R.O.
Automobilist is creating bespoke artist-inspired posters that are intended to commemorate special moments from the Formula 1 racing season.
A division of WildBrain CPLG, Aspire provides licensing and brand management services to clients from the corporate and lifestyle sector.
With its global team of licensing, sales and retail experts, Aspire develops strategic consumer products partnerships that are intended to extend brands into new product areas.
Aspire has been developing an extensive licensing program for Sauber Motorsports since the initial launch of their partnership in 2021.
A division of the Sauber Group, Sauber Motorsport operates and manages the Alfa Romeo F1 Team and collaborates with Sauber Technologies to design, develop and manufacture race cars for various championship series.