Spice Girls Sign Exclusive Merch Deal For 25th Anniversary

The Spice Girls and Universal Music Group (UMG) have announced a new exclusive worldwide partnership through UMG’s Bravado division, a provider of consumer, lifestyle and branding services to recording artists and entertainment brands around the world.

The expansive multi-year deal will see Bravado represent the band across merchandising, direct-to-consumer products and campaigns, touring, brand and retail licensing and distribution, ahead of the 25th Anniversary of the girl group’s debut album, Spice in October.

The deal marks the first time in two decades that licensing rights across all channels have been assigned to a partner, and together the Spice Girls and Bravado will work hand-in-hand to deliver new products and capsule collections to retail partners around the world, to satisfy their millions of fans globally.

“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” said the Spice Girls.

“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 super fans,” added Richelle Parham, president of global E-commerce and business development, Universal Music Group.

“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.”

Rachel Redfearn, VP A&R and brand management, Bravado added:

“The Spice Girls’ impact on popular culture cannot be overestimated. 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 two decades gives us the vehicle to truly celebrate their legendary status.”

The Spice Girls and Universal Music Group are releasing an expanded anniversary SPICE 25 album featuring previously unreleased songs, demos and mixes on October 29, 2021, almost exactly 25 years after the release of their debut album on November 4 1996 on Virgin Records.

Main image credit: Christophe Gstalder