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Spice Girls Announce New Merch Partnership With Bravado

Spice25 merch
“The Spice Girls’ impact on popular culture cannot be over-estimated,” says Bravado VP.

In anticipation of the 25th-anniversary edition of their debut album, ‘Spice25,’ the Spice Girls have inked a big global rights deal with Bravado, which is Universal Music Group’s in-house merch division. 

“We are so excited to be working with Bravado again, especially in this our 25th anniversary year and are looking forward to collaborating with the team,” the group says in a statement.

‘Spice 25’
Due out on October 29, ‘Spice25’ encompasses a two-CD set inside a hardback book, as well as:

  • coloured cassettes
  • coloured vinyl
  • an exclusive remastered Apple music edition in Dolby Atmos

“Spice Girls 25” merch is already on sale at the band’s official web store.

The deal may signal that more anniversary items are on their way. Spice Girls dolls, perfume, t-shirts and stationery were some of the hundreds of licensed products that hit the market when the group debuted in 1996. 

Their first album, ‘Spice,’ spent 15 weeks at #1 and has sold more than 31 million copies worldwide, making it the best-selling album of all time by a female group.

Spice Girls have sold 12.2 million albums in the U.S., according to MRC Data. Their catalogue of songs has generated 842 million on-demand streams in the U.S., with over two million on-demand audio streams a week in the U.S.

New Product Lines
“We are thrilled to partner with The Spice Girls, to create new and exciting product lines and to expand the band’s connection directly with their loyal Superfans,” Universal’s President of Global E-Commerce and Business Development, Richelle Parham, said in a statement. 

“We will also engage with our global retail partners to bring their iconic brand, style and empowering message to fans and stores internationally. Bravado will work closely with UMG operations around the world on the launch of Spice 25 and beyond, to expand their legacy and cultural impact for years to come.”

Cultural Impact
“The Spice Girls’ impact on popular culture cannot be over-estimated,” Bravado’s  VP of A&R and Brand Management, Rachel Redfearn, said in a statement. 

“They stand for positivity, inclusion, bravery and diversity. All delivered in a bold, fun and energetic package. This message is as relevant today as it was in 1996 . . . maybe more so. Bravado’s alliance with this most iconic of bands will allow both existing and new fans the long-awaited opportunity to be a part of the legacy. The breadth of rights granted for the first time in 2 decades gives us the vehicle to truly celebrate their legendary status.”

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