M&B in scrum for licensing prize
11.08.09 Victoria Gallagher in The Bookseller

Harlequin Mills and Boon will be going up against Bob the Builder and Wallace and Gromit for a prize in the Licensing Awards. The romance publisher has been announced as one of the final five in the category for Best Licensed Written, Listening or Learning Award.
Mills and Boon has been shortlisted for its high-profile partnership with the Rugby Football Union (RFU) earlier this year. The affiliation resulted in a series of eight rugby-themed romance titles which were launched in January 2009 at Twickenham Stadium.
"Mills & Boon romances and rugby are an irresistible combination—from the thrill of the pursuit, to the euphoria of realising one’s goals (whether romantic or sporting!)," said Clare Somerville, sales and marketing director of Harlequin Mills & Boon. "This is wonderful news and we are delighted with the success of this collaboration."
Jane Barron, licensing and marketing manager for the RFU said: "Rugby has always been a game enjoyed by women—for obvious reasons. A partnership with Mills & Boon has been a fantastic way to encourage more women and their families to get involved with the game."
Mills and Boon will be going up against Scrabble Cookbook (HarperCollins), Peppa Pig (Penguin), Wallace and Gromit Cookbook (Egmont) and Bob the Builder Searchlight Book (Egmont).

The winner will be announced on 10th September at an awards ceremony in London.