Campaign will boost fundraising and harness licensing potential of trusted brand

Leading animal welfare charity and popular consumer brand RSPCA (within JELC stand E010) is making its first appearance as an exhibitor at BLE, where it will promote its enhanced and expanded licensing campaign — the biggest licensing programme in RSPCA history. The campaign is building on enormous brand awareness — the RSPCA brand is recognised by 98 per cent of the public* — supported by a comprehensive new style guide. Visitors to the RSPCA stand will be able to hear more about the guide and the Society’s big investment in licensing literature, support and promotion, as well as find out more about the partners that have already joined the campaign. These include soft toy designer and distributor Aurora, with a range of plush animals, BrownTrout Publishers with a range of 2012 calendar and diary titles, and pet products specialist Happy Pet with toys and grooming products for dogs.

The coming months will also see new product launches from trusted partners to which the RSPCA brand has been licensed for many years. They include CP Designs Asia, Rayware (through its Mason Cash range), UK Greetings — Special Editions, John Lewis Partnership and the Noel Tatt Group. The RSPCA, alongside licensing company JELC Ltd, which is working with the RSPCA campaign on a consultancy basis, is now looking at further deals in such areas as apparel, giftware, housewares, stationery, publishing, pet food, wild animal food and pet accessories.

Expanding the reach of the RSPCA brand is not just a strategic initiative for a high quality and trusted brand; it will also play an important part in supporting the Society’s work. A successful licensing campaign will help to boost funds for preventing cruelty, promoting kindness to and alleviating the suffering of animals. This is always an urgent need — even more so at a time when services are being stretched by a rising number of animals in need of help, care or rescue.

RSPCA trading manager Cathy Snow said, “This exciting, enhanced and expanded campaign aims to harness the full potential of the RSPCA brand. The Society’s first-ever appearance as an exhibitor at BLE will help enormously in achieving that aim and, by enabling us to reach many more potential high-quality partners, will help to boost funds that allow us to continue helping animals in England and Wales.”