Heyday, Age Concern's not-for-profit membership scheme targeting the over-50s, is close to recruiting adult retailer Ann Summers as a partner. Why use the term "adult retailer" - it makes it sound like you go and buy an adult - maybe you do!.
Other brands in talks with Heyday, which is due to launch in the next few weeks, include dating sites DatingDirect.com and LoveandFriends.com.
You can see that Heyday, by selecting these companies, is trying to put as much distance as it can between itself and its parent Age Concern.
Heyday says that its partners will fall broadly into six categories: sport and leisure, travel, home and garden, motoring, work and learning, and wellbeing and life changes.
I wonder which of the categories they put Ann Summers into. Difficult one to call. Maybe leisure, learning, wellbeing or life changes? My money is on learning!
It looks as if Heyday has already signed more than 100 affiliates, including BT, Lonely Planet, LA Fitness and Virgin Trains.
Heyday's main communication element will be a magazine with an initial print run of 250,000, aimed at 50- to 69-year-olds. I cannot wait to receive my copy. Dick Stroud
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