Paladone to bring “fun, tongue-in-cheek appeal” of Bamforth brand to major gift selection

The Bamforth seaside postcard collection has scored yet another big success in the licensed gift market. Paladone, one of the leading gift development companies in the UK, is planning to produce a major new selection of Bamforth-branded gift products, encompassing giftware, kitchen textiles, novelty kitchenware and outdoor living products. The products — 20 or more of them — will come to retail in 2012 when there will be two launches. A summer range launching in the May/June period will be based around the theme of The Great British Summer and will feature products for the home, picnics and barbecues. A Christmas range launching in the September/October timeframe will feature lots of fun, novelty gifts all based around the core elements of the Bamforth brand — cheeky, seaside British humour. All the Bamforth products will be made available to Paladone’s wide customer base, which includes large multiples, e-tailers and independent gift shops.

The varied, high-quality and fun array of products includes aprons, bottle openers, egg cups, tea towels, picnic sets, jigsaws, magnets, sandcastle flags and drinks holders. Some items will feature a single postcard or image while others will have a montage of specially selected postcard images as a repeat print. Paladone is ensuring that the use of Bamforth images is carefully tailored to create a synergy between the look and function of a product.

The target market will be a wide one. Older generations are likely to buy the products for nostalgia reasons. Younger generations will want to buy it for its retro appeal. However, all buyers are likely to love it for its good-natured, very slightly naughty humour.

Lisa Stredwick, New Product Developer for Paladone, says. “For over a hundred years Bamforth postcards have been delighting the public with their saucy takes on the great British seaside holiday. With our range of gift products we are hoping to encapsulate the fun, tongue-in-cheek appeal of the brand, which we consider to be in keeping with the ethos of our company.”

Janet Woodward, Director, JELC, adds: “One of the reasons Paladone was attracted to Bamforth was the cross-generational appeal of the brand. It’s an appeal that fits perfectly with a fantastic selection of products that brilliantly combine quality and usefulness with the unique Bamforth style. There really is something in these gift ranges for everyone.”