WildBrain CPLG’s ASPIRE arm to helm licensing push for Lyle & Scott

ASPIRE, the corporate and lifestyle division of WildBrain CPLG, has secured multi-territory rights for the British heritage brand, Lyle & Scott.

Under the deal, ASPIRE will represent Lyle & Scott in the UK and Eire, Europe, MENA, the US, Canada and Australia, with scope to explore additional territories, such as Asia.

The partnership will focus on extending the brand into categories including luggage, leather goods, watches, jewellery, fragrance, personal care, gifting, pet accessories, NFTs, gaming, experiential activations and co-branded collaborations.

“Our partnership with ASPIRE is a huge step forward for our brand, within product licensing but also more generally,” said Ben Gunn, Brand Director at Lyle & Scott.

“Our customer is passionate, be that about football, golf or the clothes they wear. The ASPIRE team works with some amazing companies in the brand licensing industry and we’re hugely proud to have them as our partner.”

Victoria Whellans, Commercial Director at ASPIRE, added: “Lyle & Scott is recognised around the world for its timeless styles, quality craftsmanship and the many sub-cultures the brand has inspired during its rich history.

“It’s an exciting addition in the fashion space to our growing ASPIRE roster, and we’re looking forward to collaborating closely with the team as we utilise our experience in working with heritage brands to drive innovation through creative consumer product extensions.”

The partnership with Lyle & Scott continues the growth of the ASPIRE portfolio, which now includes brands like Absolut Vodka, Malibu, Harvard and Yale universities and Master Lock.