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Flower Fairies licensing drive is blooming

Number of new partners come on board after launch of new style guide earlier this year.

A number of new licensees have come on board with the Flower Fairies brand following the launch of a new style guide earlier this year.

Existing licensees have renewed contracts including UK Greetings and Moonpig, while Enesco will be adding a new line of cake stands and figurines in the autumn.

Babywear company Children’s Salon will produce licensed apparel; Robert James has launched Flower Fairies statues and figurines; The Gift Box will release children’s stationery sets and first aid kits; and Creata has unveiled garden figurines and fairy doors in the US and Australia.

Anna Metcalfe, hardlines category sales manager for Flower Fairies at Penguin Ventures, said: “We are delighted with the scope and calibre of our Flower Fairies licensees and consumer products.

“The new style guide has been instrumental in enabling us to access new sectors for the brand such as luxury apparel and homewares.

“It is an exciting time for the Flower Fairies; this classic brand has been reinvigorated for a contemporary audience and we are looking forward to exploring new opportunities for the brand with our licensees and partners.”

As part of its consumer facing strategy, Penguin Ventures has launched an Instagram account for the Flower Fairies. The team is able to utilise a vast array of existing content from the archive, in a celebration of the original artwork and illustrations.

In addition, a focus on lifestyle and floral designs has cultivated a growing community of loyal and engaged followers. Throughout 2018 Penguin Ventures will be working with brand ambassadors and social media influencers to ensure the Flower Fairies continue to appeal to a new generation of fairy fans and flower fanatics.

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