By Allison Watkinson
TLL Reporter
Bulldog Licensing has been appointed by Stream Publishing as the first-ever licensing agent for their LGBTQ+ media brand, Attitude magazine.
“We have long believed that, as the world’s biggest LGBTQ+ media brand, Attitude has a lot to offer in the realms of licensing and branding with the help of the right partner. In Bulldog we have undoubtedly found that partner,” said Stream Publishing MD, Darren Styles. “Its understanding, expertise and vast network of contacts across the industry, as well as its skill in managing diverse brands and target groups, will help us to build on the enormous success and strong awareness that Attitude has attracted over more than 30 years.”
As the brand’s licensing representative, Bulldog will be responsible for building an extensive licensing and consumer product program for Attitude across the UK and Ireland.
Bulldog Licensing will initially pursue licensing partnerships for Attitude in key product categories such as apparel, accessories, gifts, wall art, housewares, health and beauty.
Founded in 1994, Attitude is a global LGBTQ+ media brand and gay culture magazine that offers readers a combination of serious LGBTQ+ related news stories, exclusive celebrity interviews, fitness tips, fashion features, travel destination profiles, steamy photoshoots and more.
The Attitude magazine’s portfolio of famous magazine covers, feature stories and classic logo will offer an extensive array of design assets for potential licensees.
“Attitude is a byword for excellence in writing, design and campaigning that stands out not just among gay magazines, but as an iconic brand in its own right,” said Bulldog MD Rob Corney. “Popular, admired and culturally significant from day one, Attitude offers numerous design assets and fantastic opportunities for licensing that are demonstrably unique, for licensees to address a discerning audience across many categories.”
Attitude’s traditional print magazine is currently sold in 31 countries worldwide, while its digital subscription format is available for download in more than 120 countries across the globe.
The brand also has a massive social media following across multiple online platforms and inspired the establishment of a registered LGBTQ+ charity called the Attitude Magazine Foundation.
The Attitude Magazine Foundation has raised and distributed more than £500,000 for LGBTQ+ causes since its founding in 2018.
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