The FMCG giant has appointed The Licensing Company in a multi-year pan-European deal to oversee the process. It expects to launch the first of the brand extensions next year. The company has already undertaken similar activity in the US, where it has launched a Woolite-branded lint roller through a third-party manufacturer.
'We are currently looking for products that aren't in our core competencies and that complement our product portfolio,' said Reckitt Benckiser global head of licensing Diane McGrath. 'This will increase consumer touch points with the brands.'
Reckitt Benckiser could also expand licensing deals for other key brands, such as Dettol and Veet.
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