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Universal's Bravado acquires Spice Girls rights for new merchandise

Tom Shearsmith
07 October 2021

The Spice Girls have announced a new partnership with Universal Music Group’s Bravado, in a new deal which encompasses merchandise, licensing, direct-to-consumer products and distribution.

The new deal comes before the release of the 25th anniversary edition of their debut album Spice, where Spice Girls and Bravado will work together "to deliver new products and capsule collections” across the globe.

The deal marks the first time in two decades that licensing rights across all channels have been assigned to a partner. Previously Spice Girls have licensed products to brands including Boohoo, Urban Outfitters and Target.

Richelle Parham, President of Global E-Commerce and Business Development, Universal Music Group said, “We are thrilled to partner with The Spice Girls, to create new and exciting product lines and to expand the bands connection directly with their loyal Superfans. We will also engage with our global retail partners to bring their iconic brand, style and empowering message to fans and stores internationally. Bravado will work closely with UMG operations around the world on the launch of Spice 25 and beyond, to expand their legacy and cultural impact for years to come.”

Rachel Redfearn, VP A&R and Brand Management, Bravado said, “The Spice Girls’ impact on popular culture cannot be over-estimated. They stand for positivity, inclusion, bravery and diversity. All delivered in a bold, fun and energetic package. This message is as relevant today as it was in 1996...maybe more so. Bravado’s alliance with this most iconic of bands will allow both existing and new fans the long-awaited opportunity to be a part of the legacy. The breadth of rights granted for the first time in 2 decades gives us the vehicle to truly celebrate their legendary status.”

Speaking on the partnership, Spice Girls added: “We are so excited to be working with Bravado again, especially in this our 25th anniversary year and are looking forward to collaborating with the team.”

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