JELC licences Allan and Bertram to produce Lindy Smith calendars

peacock-cake-by-lindy-smith-96JELC, the global licensing agent for the world-famous sugar craft artist and leading lifestyle brand Lindy Smith, has announced a major deal with Allan and Bertram, the name behind some of the world’s finest retail and corporate calendars. The calendars will be launched at Spring Fair.


Allan and Bertram’s 2015 Lindy Smith calendar will employ the exquisite reproduction, exclusive designs and beautiful photography for which the company is renowned to reflect the colour, creativity and skill in her art that has made Lindy Smith a legend in cake design as well as an internationally successful author, teacher and businesswoman.

The calendar can be seen from Allan and Bertram’s stand in Hall 4 C20 at Spring Fair and deliveries will begin in September 2014, with wide availability expected from October in store and on line.

As the best-selling author of 13 books in 45 countries Lindy Smith already enjoys a very high level of consumer awareness. Independent licensing company JELC has been appointed to build on that awareness and roll out a licensing strategy for the Lindy Smith brand. The licensing campaign uses Lindy’s distinctive mix of patterns and colour palettes as the basis of a comprehensive style guide.

lindys-pink-and-green-handbag (3)The Lindy Smith calendar range is the first deal to be announced but a number of other announcements are planned for 2014, from core categories, such as: aprons, cake stands, bakeware and ceramics, to associated areas such as picnicware, food gifting and confectionery, to design-related non-food categories such as stationery, greetings cards and soft furnishings. Numerous outlets, from specialist cookery shops and garden centres to mainstream supermarkets and bookshops, are likely retail targets for the product ranges.

For over 50 years, Allan and Bertram calendars have been renowned for quality and attention to detail that ranges from the excellence of the imagery and printing to the standard of paper, the packaging and even the wire and hanger used for each calendar.

Vernon Evershed, Join Managing Director at Allan and Bertram says: “We were delighted to have the opportunity to work with Lindy Smith’s sumptuous and exciting designs. We are looking forward enormously to unveiling this new calendar at Spring Fair, where we are certain it will enjoy a very strong response from retail.”

Janet Woodward, Joint Managing Director, JELC, adds: “It was very important for the distinctive style and the enormous global awareness of the Lindy Smith brand that any imagery associated with it should accurately reflect that style — and do so to the highest possible standard. Allan and Bertram has done justice to a true British design classic. This calendar is both a useful gift and a work of art in its own right.”