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Withit celebrates 30 years with relaunch for new generation

Brand’s return to UK market backed with new fashion bags and social stationery; Norton PR on board to drive awareness.

Celebrating its 30th anniversary in 2021, the Withit brand is preparing for a resurgence in popularity as it relaunches its character-driven merchandise to a new generation.

Founders Dolph Zahid and Brad Caines will be working alongside licensing and family brand specialist, Norton PR, to reintroduce Withit to the UK market from this month.

In addition, Centa IP is on board to handle licensing for the UK and Eire.

Withit’s return to the UK market will be marked with a collection of licensed fashion bags and social stationery, with more licensed ranges planned for launch across the year. Initially the new products will feature the most popular character icons from the original designs, Glamour Puss and Cheeky Monkey, with more to follow.

“It’s been a while, but 2021 heralds a dramatic return to the UK market for the Withit brand,” commented Dolph Zahid, founder of Withit. “Introducing a new style guide, designs and creative concepts, the bag and stationery range will provide us with a launch platform to re-introduce Withit to a new generation of girls and also to mums who actively engaged with the brand in the 1990s and 2000s and have an established affinity with the characters.”

Tony Norton, chairman of Norton PR, added: “Withit is a brand that has the power to resonate across generations.”

As well as strong selling lines of stationery and bags through retailers including WH Smith, Withit nightwear and apparel also proved popular in the likes of Dunnes, Topshop and BHS, plus international retailers including C&A and Carrefour during the 1990s and 2000s.

During the peak of its success, Withit partnered with Burger King to produce a Withit Kids Meal which saw over five million toys sold through UK, U.A.E. and Europe.

Withit World – under the creative guidance and drive of its leadership team – developed into an internationally renowned design studio and social phenomenon, seeing its products sold in Brazil, the US, Australia, Russia and Mexico.

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