The aim is to launch programs into these new territories, aimed at younger, more contemporary audiences, as well as the more traditional consumer groups.
"With artwork that continues to stand the test of time we are convinced that Flower Fairies will be well received in Italy, Benelux, France and Germany by licensees, retailers and consumers alike," says Katarina Dietrich, chief executive officer of CPLG.
Flower Fairies has 85 licensees worldwide and its illustrations appeal to both adults and children. The property has traditionally been very strong across collectible products, gifting, stationery, homewares and toys, but moved strongly into the apparel market for fashion-conscious young adults for the first time earlier this year.
Fashion T-shirts aimed at women in their 20s launched in Første stores in Japan, targeting young women with a casual, stylish collection. In the U.K., Somerbond introduced apparel in Top Shop, starting with a limited collection of nightwear and following with underwear in all stores. Elsewhere, apparel and housewares rolled out in 26 Iper hypermarkets across seven different regions in Italy, targeting both adults and children.
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