London, UK  — Bulldog Licensing, which manages the rights for Route 66 in the UK and Eire, has secured two new licensing partners to build the brand’s presence in the market.

Iconospheric has signed up to create a collection of print on demand wall art, apparel and accessories, home décor, gifting, and stationery based on the instantly recognisable property. The licensee has already launched a range of wall art and will be following with new products later this year.

Meanwhile, Assured Products is on board for car care products, including cleaners, polishers, screen wash and de-icers; engine oils; bike and motorbike care products and gifting lines, including body and hand washes and shampoo, providing a range with great synergy with ROUTE 66.

Route 66 is a US lifestyle property boasting a large number of licensees, with more than 750 products, available in over 100 countries. The property has experienced a strong start to its UK fashion launch with Brand Alliance and Bulldog is now extending the licensing campaign with partners in ancillary categories for the legendary highway which once linked Chicago to the American West.

Although relatively new to the UK market, Route 66 is already recognised around the world, and offers licensing partners a wealth of resources. Designs include over 360 original, iconic artworks and more than 125 photos under the ROUTE 66 style guide, giving the vintage, adventurous feel that the brand inspires.

Rob Corney, MD, Bulldog Licensing, comments: “Iconospheric and Assured Products are perfect partners for the ROUTE 66 brand and we’re really excited to see the products they create as leaders in their respective fields. The ROUTE 66 brand has a huge appeal across generations as a symbol of freedom and adventure, which is particularly poignant at this time.

“ROUTE 66 is established throughout a wide range of territories and is already a €30 million retail brand. We are looking forward to extending that success in the UK market.”