New agents will bring the inspirational brand to new audiences.

Precious Moments has appointed two new licensing agents to expand its presence in Asia as part of an "aggressive growth initiative" to bring the nearly 40-year-old brand to new fans around the globe.   

Asiana Licensing will now represent the Precious Moments brand in South Korea; while Global Brands Group, the sister company of licensee giant Li & Fung, will continue to serve as the brand's agent in Southeast Asia.

"Precious Moments is recognized and sought-after worldwide, which is why we’re pleased to have these new licensing agencies on board to help us share the Precious Moments brand in South Korea, China and Southeast Asian countries,” says Patrice Paglia, vice president of licensing, Precious Moments. “These agencies represent the next phase of our continued worldwide growth, as we continue to embrace our loyal customers while also reaching out to a new audience with an appealing, updated product mix.”