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Precious Moments revs up licensing with Mad Engine deal

The Precious Moments brand has further bolstered its licensing credentials, teaming with Mad Engine Global on apparel and accessories.

The deal – which was brokered by Spotlight Licensing and Brand Management – will see Mad Engine create products including backpacks, caps, hats, tote bags, hair accessories and cold weather gear for the property.

Items will be available from US and Canadian retailers from June, with worldwide print on demand and merchandise on demand programmes also available.

“We are thrilled to be working with such an iconic brand as Precious Moments,” commented Cindy Levitt, svp licensing at Mad Engine Global. “Nostalgic ‘feel good’ properties are in demand with our junior and young adult consumer; so we can’t wait to put our fun twist on apparel and accessories and bring it to retail.”

Shehnaz Safiuddin, vp product and marketing at Precious Moments, continued: “Mad Engine is known as an industry innovator and trend-setter. We are excited to work with their artists and designers to leverage our highly recognisable characters and storied brand history to create fashion-forward products appealing to younger consumers as well as great-looking apparel and accessories that longtime fans and collectors will love.”

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