BER Launches New Russian Programs | License Global

BER Launches New Russian Programs


Brand Extensions Russia has debuted two new programs for The Little Prince and Hallmark’s Forever Friends.

Recently appointed to manage the Russian licensing program for The Little Prince, BER is now planning a range of product in key categories including back-to-school, apparel and home fabrics targeted to kids ages 6 to 10.

“The continuing development of the Russian licensing market, the long-established popularity of the Little Prince and the arrival of the new TV series mean that there will be growing demand for licensed product,” says Eric Edery, partner, Propertiz, the French licensing firm that represents the brand. “We believe that BER has both the experience and the sensitivity to take this legendary and universally adored classic to a number of product categories for a wide Russian audience.”

Brand Extensions Russia has also been appointed to manage the Russian licensing program for Hallmark’s classic brand Forever Friends.

BER plans to capitalize on the growing strength of design brands in the Russian market with early product in categories like apparel and textiles, notably fashion and bedding.

“Recent years have seen the growth in Russia of an affluent youth market keen for high-quality design brands,” says Paul Berrington, director, BER. “Forever Friends, a delightful and instantly recognizable property that Hallmark has nurtured and developed for over 25 years, is the perfect brand to meet that demand. We are delighted that Hallmark has appointed BER to bring Forever Friends to this vast and exciting market.”