Men’s Health Bulks Up in the U.K.

Men’s Health U.K. magazine is expanding its licensing efforts in the U.K. and Europe with new deals for fitness equipment and beef jerky with the help of licensing agent Golden Goose.

A new line of personal fitness equipment will launch exclusively at Argos store in the U.K. in July and include a home multi-gym, fixed weight dumbbells, a suspension trainer, medicine balls, resistance bands, kettle bells and a weighted vest. The Argos website will feature customer guides developed by the magazine.

“These products are the result of a very close collaboration between Argos and our editorial fitness experts,” says Alun Williams, publishing director, Men’s Health. “Together we’ve created an exciting range of high-quality equipment that enables our readers to better understand how fitness equipment should be used to generate the optimum results.”

The magazine is also launching a line of branded beef jerky at Tesco at the end of this month, developed by The Jerky Group–Men’s Health Fuel Beef Jerky.

“We’ve worked with The Jerky Group to ensure this product fits our brand values, and we’re proud to endorse it as an all-natural, high-protein, healthy snacking option,” says Alun Williams, publishing director, Men’s Health U.K.

Both deals were brokered by Golden Goose, which has a series of other extensions in the pipeline for the brand.

“Beef jerky is the first example of our strategic approach to developing a sustainable licensing program for Men’s Health that will give men the tools they need to live life to the fullest,” says Antonia Habdank-Toczyska, account director, Golden Goose.

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