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Why the UK can’t get enough of Frida Kahlo

Art Ask Agency’s Maria Strid on how the iconic brand is building in licensing.

Licensing already has a firm global footprint, but with the growth of platforms such as YouTube and social media, there isn’t any country that a property feasibly can’t reach.

The Source today kicks off a series of highlights featuring five brands from different territories and sectors of the licensing business which are busy making an impact on UK consumers.

Today: Frida Kahlo (Mexico)

“Frida Kahlo is an icon and an inspiration to people of all walks of life in Mexico, male and female, young and old,” says Maria Strid from Art Ask Agency.

“The fact that Frida Kahlo is such an internationally recognised iconic brand helps enormously with her appeal,” adds Art Ask’s Maria Strid.

The Frido Kahlo Corporation was created in 2005, with the iconic artist’s heirs transferring rights and IP to the company to help grow the brand. A portion of monies received from consumer products is contributed to community-based charitable organisations that are committed to improving the life of women and children.

Still the most highly rated female Mexican artist of all time, Frida’s continuing influence is underlined with the success of the recent apparel collaboration with fashion retailer Mango. Art Ask Agency’s Kirsty Satchel says that first stock sold out almost immediately, with restocking moving quickly thanks to apparel provider Europrosem.

Frida was also a prominent part of Mattel’s recent limited edition Barbie role models collection. Maria adds: “She was a strong woman, authentic and a woman in history. She was fearless and a role model for young girls and women today, which the market is crying out for right now.”

The upcoming V&A exhibition on Frida and her artworks also proves the UK appeal and general interest. Art Ask Agency is now looking to further expand the brand, with the personal care category being a particular target.

This feature originally appeared in the summer 2018 edition of Licensing Source Book. Click here to read the full publication.

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