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NEWS
TOTAL LICENSING
WITHIT IN MAJOR BURGER KING PROMOTION
Design-led brand Withit has already enjoyed ten success- identify with spe-
ful years at retail that have seen over 10 million units of cific icons, be it
stationery sold and a successful the party-loving,
clothing range through New Look, travel-addicted
BHS, Dunnes Stores, C&A and Mad Cow, the
now George at Asda. But Withit make-up and
and its fun, quirky character-based modelling-ob-
icons broke new ground when sessed Glamour
they were chosen by Burger King Puss, the Cheeky
from thousands of possible prop- Monkey, the Lost
erties for an international 4-6 Sheep or anoth-
week promotion aimed at the er whacky Withit
back-to-school market that began character.
in September this year. Today Withit-
Six of the best-known characters branded apparel,
from the gallery of Withit Icons fashion acces-
- Glamour Puss, Cheeky Monkey, sories, paper
Rock Chick, Easy Tiger, Happy goods, gifts, mo-
Bunny and Top Dog – appeared bile phone accessories and homeware are sold in a wide
on restaurant point of purchase range of major retailers including Asda, Sainsbury’s and
merchandise and BK Kids Meal Superdrug.
packaging and premiums at partic- Jane Evans Licensing Consultancy is implementing the brand
ipating restaurants in 23 countries. licensing strategy on behalf of Withit and managing other
Branded marketing materials and, agents across all European territories.
in Spain and Germany, a TV cam- Managing Director Jane Evans commented, “The success
paign, supported the promotion. of the Withit concept in licensing and retail terms is al-etail terms is al-
An impressive 4.7 million premi- ready impressive, but the popularity of these likable, quirky
ums, in the shape of a range of Cool School Tools - fun, and fun characters is still growing, as the partnership with
usable products designed to compliment any kid’s school Burger King proves.”
essentials – were made available in BK Kids Meals.
Withit icons appeared just over a decade ago in stores
GREASE PAPER DOLLS
owned or supplied by the Withit t-shirt and gift company. Paper Studio Press have recently signed with Paramount
The Withit gallery has grown to encompass 17 characters, Pictures to create a collection of punch-out paper dolls
each with its own look and style, and a website with over based on Paramount’s hit film Grease. The paper doll
25,000 registered users where fans can meet their favourite portfolio will be sold at Amazon.com, as well as specialty,
characters and find news, features, fun, games and competi- book, toy and gift stores nationwide, and through the
tions. The core audience is tween girls but the quirky Withit company’s website, www.paperdollreview.com.
icons also have a market among boys as well as teen and The portfolio includes four punch-out dolls featuring two
young adult women. Sandy dolls, a Rizzo doll and a Frenchy doll, also known as
Withit has also proved itself at retail where the simple, hu- the “Pink Ladies.” The dolls share a wardrobe printed on
morous design concept has an obvious appeal. Consumers eight sheets, all based on 1950s fashions.
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