Brand Central has appointed AT Merchandise, a division of AT New Media, as the European agent for BCP Imports' Silly Bandz.
"Silly Bandz is the original and market-leading brand and enjoys massive popularity, particularly among tween girls," says Paul Comben, director of AT New Media. "We like to license hot properties that have grown through viral marketing within their core consumer group and which lend themselves to attention-grabbing licensed merchandise designs."
The Silly Bandz program in the U.S. currently includes branded products in T-shirts, a video game, a board game, greetings and stationery.
In other AT New Media news, the agency recently signed InfoMedia Services to produce mobile content and card sender iPhone application for Carte Blanche Greetings' Me to You Tatty Teddy brand. The content will include wallpapers, screensaver and themes for U.K. mobile operators.