Agency appointed by new brand owner Futurity Brands, with partnership beginning in South East Asia, Korea and India.
Following Futurity Brands’ acquisition of Paul Frank, MDR Brand Management has been appointed to further build on the iconic property.
The partnership with MDR begins in South East Asia, Korea and India, with the remit to bring on board new licensing partners, re-energise the brand to capture Paul Frank’s original fans and appeal to the next generation of teens and young adults.
Known for it nostalgic bright colours, quirky humour and Julius the Monkey, the brand has been established for over 25 years.
Moving forwards, Futurity will be working with the American artist and fashion designer himself to introduce new characters.
MDR has already identified strategic product and experiential opportunities, brand partners for curated special editions and retailers to introduce the brand to the Indian market and re-shape Paul Frank’s longstanding presence in Asia.
“We are so pleased to be working with Futurity Brands on their new journey with the brand,” commented Daniel Avener, ceo of MDR Brand Management. “The characters are evergreen, iconic and have real values and emotions to share, giving way for creativity, fun and strong associations to important global topics such as environmental consciousness, female empowerment and self love.”
Stan Wan, ceo of Futurity Brands, added: “Through our recent acquisition of Paul Frank, we intend to connect with current and future fans in a more meaningful way.
“We felt like MDR perfectly understood our mission and goals and has the experience and local footprint to help us build a fresh brand extension program for the enjoyment of generations to come.”