Spice Girls sign touring and merch deal as they celebrate debut album's 25th anniversary

Virgin Radio

6 Oct 2021, 12:46

If what you want, what you really want, is more of the Spice Girls in your life, then you’ll be delighted to learn that the girl group have announced a worldwide partnership for touring, merchandise and campaigns with Universal Music Group.

Emma Bunton, Mel B, Geri Horner and Mel C have teamed up with Universal Music Group’s Bravado division for the new deal, and they’ve already put out a bunch of new merch to celebrate the 25th anniversary of their massive debut album Spice. 

Named Wannabe25, the first selection of new items have become available on the group’s official site, including an anniversary hoodie and sweatshirt, as well as a special mug, and a distressed vintage-style Wannabee T-shirt.

Later this month, Spice Girls will release a special 25th anniversary edition of their debut LP. The special edition will feature previously unreleased songs, demos and mixes.

Spice was originally released on November 4th 1996 via Virgin Records, back when the girl group included Victoria Beckham, née Adams. It featured Wannabe, 2 Become 1, Say You’ll Be There, Who Do You Think You Are, Mama, and If You Can’t Dance. What an album! 

In a joint statement regarding the new deal, which spans merchandising, direct-to-consumer products, touring, brand and retail licensing and distribution on a global scale, Spice Girls said: “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.” 

Richelle Parham, president of global e-commerce and business development at UMG, explained: “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 superfans.”

The group, minus Victoria, reunited in 2019 for an epic UK and Ireland tour, which saw them fill stadiums, including Wembley. This new deal will no doubt spark rumours that they will be hitting the road again soon, and Mel B recently insisted that they will play live shows again in 2023. 

As reported by The Mirror, when guest-hosting Steph’s Packed Lunch recently as part of Channel 4’s Black To Front campaign, Mel said: “I'm always pushing to have a Spice Girls reunion and we were in talks last year but then Covid hit so it pushed everyone's plans.

"I think we're hopefully on the same page together.”

She continued: “They're going to kill me for saying this. We're hoping, especially me - if it has anything to do with me, which it will have because I'm the driving force and will make sure it happens - to tour in 2023.”