Firefly Brand Management is building up the licensing programme around Emily the Strange in anticipation of the brand’s 30th anniversary next year.
The brand – which focuses on a punky goth girl and her assorted cats – was created by skateboarder, Rob Reger in 1993.
Evolving from a collection of t-shirts, there is now a wide range of products available with Emily’s signature look gracing apparel, stationery, accessories, cosmetics, comic books, novels, food and drink, electronics and video games among other categories.
Latest signings by Firefly include global licensed apparel specialist, Mad Engine which will be utilising the art and images of the gothic brand across items including children’s bottoms, dresses and loungewear in the US, Canada, EMEA, Latin America, Australia and New Zealand.
Other partners on board include Hot Topic, Soxnet, Dollskill, Bright Day Calendars, Bioworld, Etah Love, E.M.P Merchandising and Unique Vintage.
“Emily the Strange has a history of being a retail success and recently hit a homerun with our partner Dollskill,” noted Cynthia Modders, ceo of Firefly Brand Management. “We are so excited to have all of these extraordinary partners be part of our Emily the Strange 30th anniversary licensing programme.
“She is and continues to be a strong fan favourite among alternative-minded young women and girls who identify with her signature singularity. We are looking forward to introducing all of these distinct line of products to the Emily the Strange growing fan base. This is going to be a big fashion hit with junior and young adults.”
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