Fashion Extras

Fashion was a key category at the Licensing International Expo as licensors realize the potential to take their brands into new retail sectors Fashion was at the forefront of new licensed products as licensors see the poten

April 6, 2018

Fashion Extras

Fashion was a key category at the Licensing International Expo as licensors realize the potential to take their brands into new retail sectors

Fashion was at the forefront of new licensed products as licensors see the potential for taking their brands into apparel and footwear.

The key trend here, however, is for kids' and family properties to move on to the adult markets, fed by the trend for retro characters, combined with a number of classic properties coming up to significant anniversaries.

Ninja Turtles, for example, celebrates its 25th anniversary in 2009, and 4Kids Entertainment is already penning deals in the United Kingdom with fashion retailers New Look, River Island and Urban Outfitters for apparel and collectibles giftware.

Warner Bros Consumer Products signed a deal on behalf of DC Comics with fashion designer Diane von Furstenberg for a Wonder Woman-inspired collection for autumn/winter 2008. The collection debuts in DVF boutiques and fashion retailers worldwide in October.

Von Furstenberg says: "Wonder Woman is the ultimate symbol of female strength, independence and freedom. The collection will inspire every woman

to be the Wonder Woman she wants to be."

The limited edition collection will include a capsule of ready-to-wear, small leathergoods and footwear inspired by the motifs and symbols of the superhero. Proceeds from select pieces will be donated to Vital Voices Global Partnership, an NGO that trains emerging women leaders around the world. A Supergirl fashion collection also is slated for later this year.

Internationally, WBCP Europe, Middle East and Africa have led the way with an initiative called Looney Tunes Active!, which is designed to promote an active lifestyle for kids. Among the 170 participating licensees worldwide is Adidas, which has created a limited edition co-branded apparel and footwear collection.

Also in the sports sector is a deal with between Kohl's and American Brand Holdings to relaunch the Hang Ten brand of youth activewear and accessories in 240 of its stores and online in spring 2009. The collection is designed by young fashion brand Quiksilver.

The apparel line will sport the Hang Ten footprint logo and range in sizes from kids to young adults. Accessories will include sunglasses, handbags and jewelry.

A collection of Pepsi-branded tops for men, women and juniors incorporating heritage icons and slogans will roll out at Steve & Barry's this fall. Said Steve & Barry's chief partnership officer Howard Schacter, "Pepsi is a globally recognized superbrand that will widely appeal to our costumers nationwide."

Steve & Barry's has more than 270 stores in 38 states, with plans to open 70 additional locations this year. The Joester Loria Group represented Pepsi-Cola North America in the licensing arrangement.

For kids apparel, Fisher-Price Consumer Products inked a new licensing partnership with Buster Brown & Co. to produce a new, Fisher-Price branded kids' footwear collection featuring Fit Zone technology, which allows parents to gauge their child's shoe size without a fitting.

The new collection features shoes for pre-walk and toddler boys and girls, including athletic shoes, sandals/ beachwear, casuals, boots and slippers in a variety of styles and colors. The first line of shoes will be available to consumers for spring 2009.

Also in the children's sector, Marvel Entertainment has entered an exclusive multiyear licensing deal with Netherlands-based footwear supplier Leomil for category rights for Marvel branded shoes in Europe and Russia. Marvel international president Simon Philips comments that deals will be increasingly written across territories and properties into the future.

The Mattel stand was burgeoning with apparel and accessories. With Fortune Fashions Industries it launched Hot Wheels T-shirts for women as well as edgy, retro graphic tees for young men. Freeze supplied Barbie-, Hot Wheels- and Matchbox-branded T-shirts, fleece and novelty tops for boys and girls, as well as a junior's program for Barbie.

Building on its international success, Pucca is now coming to North America with a strong line-up of partnerships. The first wave of licensees signed by Access Licensing Group includes: Mighty Fine (juniors apparel), United Colors of Benetton (tweens apparel), Fifth Sun (juniors apparel), Global Design Concepts (bags), Berkshire (headwear, hosiery), Weisner (footwear), NTD (tweens, teens and juniors apparel in Canada) and Fab Starpoint (stationery). The retail launch of Pucca apparel and accessories lines will start in fall 2008.

Mighty Fine is working on new collections of knit tops, fleeces and T-shirts for junior and men for Hot Wheels and Fisher-Price, while Han Cholo is supplying Hot Wheels co-branded jewelry for men and women, featuring pendants, earrings, rings, necklaces, bracelets, belt buckles, cell charms, key chains, money clips, wallet chains and wallets.

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