New Sega will work on a licensing program for Paul Frank, in partnership with Futurity Brands.

New Sega Home has licensed the brand for a range of product categories, but the primary focus for the market will be around bedding.

“We were impressed with New Sega’s wide range of capabilities and felt they were the perfect home for the brand,” says Stan Wan, chairman and chief executive officer, Futurity Brands. “This launch is happening alongside many other exciting license partners, creating a wave of momentum for the brand.”

Other licensing partners signed through Valero Enterprises include Mad Engine, MJC International, C-Life, Limited Edition Kids, Sakar, Silhouette and BBC, among others.

The pop culture and lifestyle brand has a 25-year history, originating in California. Its cartoon driven portfolio includes more than 150 characters. Known for its nostalgic bright colors and quirky humor, the Paul Frank brand has experienced continued growth with its global fan base across North and South America, Asia, Europe and Australia.

“Although juvenile is a great fit for Paul Frank, the fact that it carries a bit of 90’s nostalgia will lend itself well to the first apartment and back-to-college customers as well,” says Brian Delp, chief executive officer, New Sega. “’90s kids are having children of their own now, so the timing is perfect. We felt Paul Frank was a great addition to our expanding brand portfolio. It addresses market white space as not only a fashion brand but one based around characters that resonate with kids such as Dazzle the unicorn, Julius the iconic monkey and Clancy the giraffe.”

The assortment will debut at the upcoming NY Home Fashions market in March.