Are you sweet or sassy? Naughty or nice? Or are you all of those things and more? GGBG: Good Girl, Bad Girl puts a contemporary spin on the classic angel and devil conscience characters, making fashionable fun for a girl's everyday inner struggle.
GGBG is a new lifestyle brand for tweens, teens and young adult girls created by Loter, Inc.'s John Loter and Shelley Loter, former art directors from Disney Consumer Products. In 2005, the Loters debuted their first original creations at Comic-Con International. Six different character properties, including GGBG, were featured on self-produced t-shirts and art prints. GGBG continues to be exhibited at Comic-Con in an expanded booth.
"We continue to build a larger fan base with every show and have many returning customers," says Shelley Loter. "Customers really respond to the appeal and personality of GGBG."
Over the years, GGBG merchandise has expanded to different styles of apparel, handbags, buttons, tattoos and more, all of it self-produced. In 2007, the Loters published a gift book, Good Girl Bad Girl.
"Most people respond to the art or the editorial, but it can go a little deeper," says John Loter. "One customer came back to us and bought a copy for each of the women in her family because she liked the message: everyone has different sides to them and it is not an absolute black and white world. That was really encouraging for us. We want to put forward a positive message, but in a fun way."
In 2009, the Loters signed with BrandInk Group.
"It's such a great concept. Females of all ages can relate to the dual personalities," says Diane Dragus Zets, creative director of BrandInk Group.
Zets has since signed a deal with MeadWestvaco for a 2012 GGBG: Good Girl Bad Girl wall calendar, and is currently looking to expand licensing into additional categories.
"Publishing, stationery and social expressions, apparel, accessories and cosmetics are all a perfect fit for GGBG," says Zets. "We are targeting specialty and mid-tier retailers and exploring online retailer options as well."
The Loters will be debuting an animated music video for GGBG at the Licensing International Expo June 14-16 in Las Vegas.
"We have an original song written just for GGBG and we're excited to see the characters come alive," says Shelley. "We think it will show how much of a fun property GGBG can be. It's a tug-of-war between Good Girl and Bad Girl. We all have a little bit of good and bad inside of us, so which one are you going to be today?"