The team, which finished a distant second behind Ferrari in this year's constructors World Championship, is targeting four- to 16-year-old boys with Williams-branded clothing, which will go on sale at the end of the month in 15 M&S shops.
Items in the range include pyjamas, sweatshirts, caps and fleeces. They will form part of M&S' Zip Project, which recently launched the David Beckham-designed and endorsed DB7 range across the UK.
Williams' tie-up with Halfords focuses on a 17-product range of car parts and accessories including valeting kits, sunglasses holders and CD storage cases.
"We have every confidence that there is a huge latent demand for F1 products from consumers," said Sir Frank Williams, founder and team principal of the BMWWilliams outfit.
The launch comes as F1 faces a difficult close season, with many sponsors reassessing their involvement with the sport. Mastercard confirmed yesterday (Tuesday) that it would be ending its six-year backing of Jordan, while Orange also announced its departure from F1 as predicted by Marketing last week (Marketing, October 10).
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