Web character expands into apparel with three new licensees.

Word of Web and U.K. agent Fluid World have signed three new apparel licensees for Internet character Pusheen the Cat.

Poetic Gem will launch an apparel line this month into retailers such as ASOS that targets female young adults.

Fashion U.K. will produce an exclusive apparel range featuring Pusheen for retailer Marks and Spencer. The range will include nightwear, daywear, underwear and socks for tweens and teenagers. The Fashion U.K. product line will launch in May/June.

Finally, Fashion Lab will launch a range of daywear, nightwear and swimwear for older girls. The line is slated to launch this fall/winter.

Other new additions to Pusheen’s U.K. licensing program include confectionery, stationery, greeting cards, home textiles, toiletries, watches, ceramics, jewelry and accessories.

“Pusheen has quickly become a leader among digital characters in the U.K.,” says Sarah Fletcher, general manager, Fluid World. “The strength of this Pusheen offering in apparel–and a number of other categories–is a strong indication of the impression the brand has made on licensees, consumers and retailers alike.”