Pusheen gathers pace in apparel sector

Poetic Gem, Fashion Lab and Fashion UK all on board as UK drive hots up.

A trio of apparel partners have signed up for hotly tipped digital brand, Pusheen.

Word of Web and UK agent Fluid World are starting to ramp up UK activity around the property, welcoming on board Poetic Gem, Fashion Lab and Fashion UK.

Poetic Gem will launch its line this month into fashion retailers including ASOS, targeting the young adult female audience.

Fashion UK will follow in May/June, producing an exclusive apparel range for Marks & Spencer. The collection will consist of nightwear, daywear, underwear and socks, primarily targeting tweens and young teens.

Meanwhile, Fashion Lab is gearing up for an autumn/winter launch of daywear, nightwear and swimwear for older girls.

Other new additions to the UK licensing programme include confectionery, stationery, greeting cards, home textiles, toiletries, watches, ceramics, jewellery and accessories.

Sarah Fletcher, general manager at Fluid World, commented: “Pusheen has quickly become a leader among digital characters in the UK.

“The strength of this Pusheen offering in apparel – and a number of other categories – is a strong indication of the impression the brand has made on licensees, consumers and retailers alike.”

Fuad Khan, founding director of Word of Web, added: “Together with Fluid World, we have built a great line-up with best-in-class licensees – as this apparel selection makes clear.

“With roots in new media, Pusheen is proving that both the game plan for consumer products and the way brands connect with the consumers is changing.”

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