“We had a gap in our portfolio for a really strong girls’ fairy brand and decided the time was right to develop our own,” says Amanda Parkin, product director. “With our experience in the greetings and party market we knew what three to seven year old girls want so we had high hopes for Gem Fairies. The card sales exceeded our expectations which prompted us to develop it further for roll out to a wider audience.”
“Gemma has created a lovely brand which we are now enhancing by developing the characters and storylines,” says Janet Woodward, director of JELC. “Our plans are to target the toy and publishing categories to establish the girls, their characters and their environment and then widen the reach internationally and into other categories.”
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