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Firefly Brand Management Unveils Licensing Deals for 30th Anniversary of Emily the Strange

Partners include Mad Engine, Hot Topic, Dollskill and more.

License Global

April 12, 2022

2 Min Read
Firefly Brand Management

In anticipation of the Emily the Strange 30th anniversary next year, Firefly Brand Management has secured a line-up of licensing partners to mark the occasion.    


Firefly’s newest partner for the popular brand is global licensing apparel company, Mad Engine will utilize the art and images of the retail gothic brand for the design of juniors, women’s, girls and infant onesies utilizing the “Emiwee” and ‘A Little Stranger’ artwork for children bottoms, dresses and loungewear. Mad Engine will be selling products in the U.S., Canada, EMEA, Latin America, Australia and New Zealand which will be available to retailers commencing Q1 2023. The deal also includes a worldwide print-on demand program. 


Mad Engine joins an ever-growing group of Firefly’s licensing partners for the brand’s commemoration including:  


Hot Topic: (POD Program—On-Line) - Men’s and Women’s T-shirts, sweatshirts, raglans/long sleeves, hoodies, fleece tops, jackets, tanks, totes, mugs, pins, stickers and pillows. 


Soxnet: Adult/Children/Infant - Socks, headwear, tights, scarves, legwarmers, mittens, fleece infant booties, infant non-skid socks. 


Dollskill: (Juniors Apparel Collaboration) — Tops, bottoms, dresses, skirts shoes (Mary Janes), sleepwear, loungewear, coats, jackets, hair accessories (scrunchies & clips), bags, hats, scarves, jewelry, luggage, purses, umbrellas and plush. 


Bright Day Calendars: 2023, 2024 and 2025 Wall Calendars. 


Bioworld Merchandise: (Juniors/Women’s Apparel) - T-shirts, hoodies, crewnecks, outerwear, bottoms, lounge pants, headwear, bags, socks, buttons, lanyards, lapel pins, patches, stickers, keychains, water bottles, AirPod and iPhone cases. 


Etah Love: Handmade sterling silver jewelry. 


E.M.P. Merchandising: (European Apparel Collaboration) - Juniors/Women’s T-shirts, sweaters, hoodies, jackets, shorts, jumpsuit, headwear, footwear, bottoms, underwear, beachwear, socks, nightwear, coats, dresses, skirts, Accessories: bags, backpacks, wallets, scarf & gloves, bedding, jewelry, mugs, plush, bathrobes and notebooks. 


Unique Vintage: (Cut & Sew Apparel Capsule Collection Collaboration) - Tops, bottoms, dresses, rompers, shoes, swimwear, handbags, hair clips, scrunchies, scarves and jewelry. 


Established in 1993, Emily the Strange has evolved from a collection of t-shirts into a wide range of products. Emily’s signature look has graced apparel, stationery, accessories, cosmetics, comic books, novels, foods, beverages, electronics, videogames and more. 


“’Emily the Strange’ has a history of being a retail success and recently hit a homerun with our partner Dollskill,” says Cynthia Modders, chief executive officer, Firefly Brand Management. “We are so excited to have all of these extraordinary partners be part of our Emily the Strange 30th Anniversary licensing program. She is and continues to be a strong fan favorite among alternative-minded young women and girls who identify with her signature singularity. We are looking forward to introducing all of these distinct line[s] of products to the Emily the Strange growing fan base. This is going to be a big fashion hit with junior and young adults.” 

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Firefly Brand Management

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License Global

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