Banking on Jamie's mugs to stir sales

The modern Vintage Chic kitchenware is being launched alongside a set of fine art collectibles to commemorate the Battle of Trafalgar.

Oliver, noted for his Chanel 4 show Jamie's School Dinners and the earlier Naked Chef, had creative input in designing the Severn Street firm's range.

"This is a highly collectable range of commemorative ornamental gift items and is our most significant range launch since the Millennium Collection," said a Royal Worcester spokesman.

Jamie's Vintage Chic line includes medium and big serving bowls, a teapot, sugar box, milk jug, Mocha cup and saucer, plates and bowls. And the chef helped the firm come up with the style, shape and practical details.

"We have also just released a collection of 16 Cheeky mugs by Jamie Oliver, each with a great graffiti style decoration.

"Furthermore, for great visual impact, each mug is packaged in a stylish, eye-catching tin featuring Jamie's brand colours and an image of himself on the front. We think they are sure to be a winner," the spokesman said.

On a historic note, Royal Worcester is also releasing a collection commemorating the bicentenary of the Battle of Trafalgar and Nelson's death.

Working with the Remember Nelson society, designers have come up with a collection of fine art pieces, which establish a lasting tribute to Nelson, and also, for the first time, honour his mistress, Emma, Lady Hamilton.

Included in the range are the Trafalgar Bowl, Nelson and Emma vases, and Nelson plate, coffee cup and saucer, six mugs and six coasters.

"This our most significant range launch since the Millennium Collection," the spokesman added.

The new autumn range by Royal Worcester also includes a selective range of six original Art Deco designs taken from the 1920's Royal Worcester archive, and new cake plates and servers.

For collectors of figurines Royal Worcester is adding four new designs to the existing Moments collection in both white and colour.