Precious Moments has announced the addition of Mad Engine Global as a key licensing partner for a full range of Precious Moments apparel and accessories. 

The deal, brokered on behalf of Precious Moments by Spotlight Licensing and Brand Management, is a  strategic partnership that will help keep the brand fresh and relevant for current fans while also appealing to new audiences. 

Mad Engine has been granted rights to utilize iconic Precious Moments branding and art on apparel for all ages and accessories such as backpacks, caps, hats, tote bags, hair accessories and cold weather gear. Mad Engine will sell Precious Moments products through U.S. and Canadian retailers starting in June. Worldwide print-on-demand and merchandise-on-demand programs will also be available.   

“We are thrilled to be working with such an iconic brand as Precious Moments,” says Cindy Levitt, senior vice president, licensing, Mad Engine Global. “Nostalgic ‘feel good’ properties are in demand with our junior and young adult consumer; so we can’t wait to put our fun twist on apparel and accessories and bring it to retail!” 

“Mad Engine is known as an industry innovator and trend-setter,” says Shehnaz Safiuddin, vice president, product and marketing, Precious Moments. “We are excited to work with their artists and designers to leverage our highly recognizable characters and storied brand history to create fashion-forward products appealing to younger consumers as well as great-looking apparel and accessories that longtime fans and collectors will love.”