JELC Expands Gem Fairies

The global licensing agent for the brand has secured licensees in a wide range of territories including Thailand, the Philippines, Mexico, South Africa, Russia and the U.K. in categories that range from stationery, apparel, party paper-ware, toys and publishing to arts and crafts and greetings cards.

“Our design and marketing team, alongside our licensing partner JELC, have worked hard to develop a strong, quality brand and campaign, with wonderful results,” says Amanda Parkin, director, Gemma. “We are delighted that Gem Fairies have been a success with their young audience across so many very different territories and are looking forward to further strengthening the brand message over the coming year.”

To build on the brand’s on growing international awareness, Gemma is investing heavily in Gem Fairies with new artwork, style guide and

“The Gem Fairies brand has tapped into themes universally popular with young girls around the world, but done so with real style and originality,” says Janet Woodward, director, JELC. “This is a property that has already made clear its global appeal and, with the new brand development plans on the way, is set to build strongly on that success.”