The collection launched in lululemon’s Cambridge store earlier this month and features a choice of three print designs: the University’s Red Lion, the University’s shield logo, and a bold Cambridge text print.

The range includes both men’s and women’s styles including lululemon’s popular Scuba Oversized Half-Zip Hoodie, Align High-Rise Pant and Define Jacket.

“We’ve seen an enthusiastic and overwhelmingly positive rection to the co-branded collection,” said Len Dunne, CEO at Curating Cambridge.

“Students have immediately embraced the concept, and tourists will no doubt too.”

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ASPIRE will represent Columbia University primarily in India, the Middle East and North Africa (MENA), the UK and Europe, with an aim to grow the brand’s presence in fashion, accessories, back-to-school, home and gifting.

For the University of Cambridge, ASPIRE will build a consumer products range with target lifestyle categories including fashion, apparel, accessories, homewares, paper and stationery, gifting, food and beverage, footwear, personal care, jewellery and puzzles. The first partnership for the IP has already been secured with Trucarekidz, who will develop an apparel collection for Reliance Fashion in India.

The University of Cambridge partnership also covers its consortium of eight University Museums and the Cambridge University Botanic Garden. ASPIRE will represent the institution across Greece, Cyprus, Spain, Portugal, Italy, Turkey, MENA, India and the US.

“As we continue to expand our portfolio of prestigious university brands, these latest representation partnerships enable us to further drive the growth of the collegiate trend in the consumer sector,” said Victoria Whellans, Commercial Director at ASPIRE by WildBrain CPLG.

“For both Columbia University and the University of Cambridge, we’ll look to leverage the legacy of these iconic institutions to tell their stories and engage consumers through creative collaborations and products.”

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The non-fiction books, which will be published with joint Nosy Crow/University of Cambridge branding, will span a variety of subjects with an emphasis on STE(A)M.

The books will draw on the University’s academics and its many museums and collections in order to ‘surprise and delight children with exciting and up-to-date takes on information and ideas’.

The first title will be Beasts from the Deep publishing in June 2024 in the UK and in June 2025 in North America. It will be joined by There’s No Such Thing As A Silly Question: 213 Weird and Wonderful Questions About the World, Expertly Answered! in October 2024 in the UK and October 2025 in North America.

“Working with the University of Cambridge is an enormous privilege and we’re hugely proud of having secured this partnership, alongside our ongoing publishing relationships with the National Trust and the British Museum,” said Kate Wilson, Group CEO and founder of Nosy Crow.

“The passion, authority and expertise our partners bring to our list is remarkable, and we look forward to working with the University of Cambridge to further increase the breadth and depth of unique and trusted content with global sales potential.”

Nosy Crow will have world rights in the books, and will be selling them internationally on an export, rights and co-edition basis.

Len Dunne, CEO of Fitzwilliam Museum Enterprises at the University of Cambridge, added: “We are thrilled to be co-publishing a range of books with Nosy Crow that will surprise, delight and engage young readers with STE(A)M concepts, while reflecting the University of Cambridge’s diverse range of collections and academic research.

“We can think of no better specialist children’s publisher with whom to inspire young scientists, engineers and mathematicians of the future.”

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