London — Battersea Dogs and Cats Home, one of the UK’s most beloved animal welfare charities, is proud to announce its new partnership with Maximum Licensing, who will now manage and develop Battersea’s official brand licensing programme.

This exciting partnership will expand Battersea’s reach through thoughtfully curated licensed products that reflect the charity’s brand values.

Under this new agreement, Maximum Licensing will work closely with Battersea to identify and secure strategic licensing opportunities across a wide range of categories, including pet products, homewares, publishing, toys & plush, educational and more. With the rise in pet ownership and surge in consumer spending on pet related products, Maximum Licensing aims to develop both existing and new brand partnerships to secure royalties to help support Battersea’s continued long-term commitment to being here for every dog and cat.

Christopher Vernazza, Corporate & Commercial Partnerships Manager  at Battersea, said: “We’re thrilled to be working with Maximum Licensing as we take the next step in growing Battersea’s licensing programme. This collaboration will help us bring more meaningful products to market that resonate with today’s growing pet-loving audience, while generating vital income to support our work with dogs and cats. We’re excited to work with Maximum Licensing to help us connect with even more supporters through everyday items that reflect the heart of our what we do at Battersea.”

Sarah Fletcher, Owner of Maximum Licensing, added: “With over 160 years of heritage, Battersea is one of the UK’s most well-known charities, a brand that resonates with compassion, trust, and community. I am honoured to be entrusted with their licensing programme and look forward to developing meaningful partnerships that not only celebrate the Battersea brand but also help fund its vital work.”

This partnership marks a new chapter for Battersea as it continues to innovate and grow, reaching new audiences and generating further support through high-quality, brand-aligned licensed products.

About Battersea

At Battersea we offer our love and expert care to dogs and cats who need us by rescuing, rehabilitating and rehoming animals at our centres, and by sharing our knowledge and resources with rescue organisations around the world. We do this because we want to help every dog and cat, everywhere. In 2024 Battersea directly cared for 2,766 dogs and 2,454 cats at our three centres. We also helped thousands more through our Communities programme, campaigning work, supporting other rescues and animal welfare advocates, and sharing knowledge and advice with pet owners. In addition to the site in South West London, Battersea also has two other centres based at Old Windsor, Berkshire and Brands Hatch, Kent.

About Maximum Licensing

Maximum Licensing is a creatively driven, UK based brand licensing agency with a retail-first approach. We are deeply committed to building and maintaining long term, collaborative partnerships that bring brands to life across new categories and markets.