Licensing Link to helm fresh product push for Haynes Group

Haynes Group – the renowned publisher of automotive repair manuals – has appointed Licensing Link Europe as its global licensing agency.

The partnership aims to expand the Haynes brand into new product categories, leveraging its rich heritage and global recognition.

Haynes has sold over 200 million manuals worldwide and has previously explored licensing with a range of products, including puzzles, gifts, apparel and toys.

Following the acquisition of Haynes Group Limited by Infopro Digital in 2020, a strategic review of the licensing program was undertaken. This evaluation has now led to the decision to relaunch and revamp the licensing program with a fresh approach.

“We are extremely pleased to be appointed as the global agent for Haynes Group Limited,” said Chris Taday, Co-founder and Director of Licensing Link Europe.

“Having previously worked with Haynes as a licensee with a couple of our licensors, we understand the brand and its unique position in the market. We recognise the immense potential of brands with heritage in the licensing industry and eagerly look forward to collaborating with the talented team at Haynes to unlock new opportunities and expand the brand’s reach.”

Andrew Golby, Head of Consumer Automotive at Haynes, added: “As we develop an all-new range of digital repair products for DIY fixers, we also love to see the Haynes brand used in other ways. Our customers and fans have always responded well to licensed products, and the team at Licensing Link are in a great position to help us create an all-new range of branded items.”