Universal Music Group’s Bravado unit has made a major move by acquiring the rights to the Spice Girls brand. This deal opens up exciting opportunities for new merchandise and collaborations for the iconic girl group. Under this exclusive global license agreement, Bravado has gained control over merchandising, direct-to-consumer products, touring, brand and retail licensing, and distribution. This marks the first time in twenty years that licensing rights across all channels have been given to a partner.

The timing of this deal is perfect, as it aligns with the 25th anniversary of the Spice Girls’ debut album, Spice, and the current resurgence of 1990s fashion trends. Bravado and the Spice Girls plan to work together to release fresh and captivating products and capsule collections through direct-to-consumer channels and global retail partners.

Rachel Redfearn, the VP A&R and Brand Management at Bravado, emphasizes the Spice Girls’ immense cultural impact and their enduring message of positivity, inclusion, bravery, and diversity. According to her, this message is just as relevant today as it was in 1996, and Bravado’s alliance with the legendary band will allow both existing and new fans to be part of their incredible legacy. With the extensive rights granted in this new agreement, a true celebration of the Spice Girls’ legendary status is made possible.

The first collection of merchandise, called “Wannabe 25,” has already been released. It features trendy T-shirts and is available through popular retailers such as Boohoo, Urban Outfitters, and Target. Bravado, known for their strategic merchandise initiatives under the Universal Music Group, has been proactive in capitalizing on opportunities for globally recognized music brands. Despite the challenges posed by the Covid pandemic and the cancellation of live events, the company has remained committed to launching products and exploring physical retail options.

One fascinating aspect of Bravado’s operations is their permanent Rolling Stones store on London’s Carnaby Street. This store regularly introduces new collections and collaborations. Recently, a pop-up store for Queen was also opened on the same street. It will be intriguing to see if a Spice Girls store joins this lineup in the future, providing fans with an immersive retail experience.

In conclusion, the acquisition of the Spice Girls’ rights by Bravado symbolizes a new era of merchandise and brand collaborations for the legendary girl group. Fans can eagerly anticipate a diverse range of new products and experiences that celebrate the enduring legacy of the Spice Girls while embracing current fashion and cultural trends.

Useful links:
1. Spice Girls Official Website: https://www.thespicegirls.com/
2. Bravado Official Website: https://www.bravadousa.com/