Shakespeare Trust to expand overseas

Shakespeare Trust to expand overseas

The Shakespeare Birthplace Trust is hoping to conquer overseas markets with the launch of its own range of skincare and bath treats inspired by the Bard.

The Shakespeare Inspired range includes luxurious bath crèmes, body lotions and boxed gift sets influenced by the poet’s life and will be available via their online store.

It has been launched to maximise the commercial opportunities presented by the landmark anniversary of the playwright’s death, which falls on 23 April.

The range of gifts and home items launched by the trust are inspired by the objects and places that shaped Shakespeare’s life and works.

UKTI West Midlands helped the trust secure a place at the Museum Expressions trade fair in Paris this month, where it launched the ranges that it developed with its new licensees.

Adam Sheratt, retail development manager at the Shakespeare Birthplace Trust, said: “While most of the trust's activity for the 400th anniversary is about extending our cultural reach, UKTI is helping us to maximise the commercial opportunities that this year presents.

“All profits from licensing go back into the charity, helping us to care for the Shakespeare Houses, supporting the internationally important Library and Archive, and funding the trust’s learning programmes.”

Parminder Hayer, UKTI West Midlands adviser to the trust, added: “Shakespeare is one of the most famous playwrights in the world and is arguably already one of the country’s best exports.

“For example, there have been publications and productions of Hamlet in more than 75 different languages.

“Hundreds of thousands of visitors from across the UK and every continent flock to Stratford-upon-Avon every year to connect with the Bard and the anniversary celebrations and new products produced by the trust present the ideal export opportunity.

“Initial reaction to the products has, as you would expect, been very favourable indeed, and we are only too pleased to work with the trust to help it maximise its export potential.”