RWC: Merchandisers swing into action

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Fancy a Rugby World Cup possum skin golf glove? Or a RWC 2011 wig or pair of binoculars? No problem, they're available.

The company in charge of merchandising for the event has licensed an amazing array of official RWC 2011 paraphernalia.

Velocity Brand Management spokeswoman Katja Fitze said a group of 41 licensees was producing everything from pashmina blankets and bed linen to toothbrushes and taniwha dolls.

It wasn't possible to license products in the same categories as the sponsors, such as alcohol or cars, but otherwise "the sky's the limit," she said.

Greg Howard, executive director of Waikanae-based Planet Green which is making the official RWC possum skin golf glove, said the company approached VBM and the licensing process was fairly straightforward.

"They were right behind it because it was a great product from New Zealand."

Dog products supplier Canine Spirit has the licence to produce dog collars and tags in team colours, plus limited edition merino dog coats, travel balls and dry towels. The first of the products will be available on the RWC online shop by the end of the month, owner Carolyn Cresswell said.

Canine Spirit is not allowed to sell directly online itself, and like most of the licensees is not able to export to South Africa or some European countries.

It went to RWC with the idea, Cresswell said.