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TOTAL LICENSING
HOT PROPERTIES FROM
STARBRIGHT
Futher expanding its international reach,
Starbright – one of the fastest growing
licensing agencies in Italy - is launching
three new hot properties from Europe,
Japan, and the United States this Fall.
An example of Sanrio’s unique sensi-
tivity towards consumer products can
be found in the collection of artworks,
Starbright’s growth has been surpris- terms of style and values. icons, and patterns available, which of-
ingly swift: in only 2 years the agency “The brands we have recently ac- fer designers ample opportunities for
managed by Giada Paterlini has gained quired,” continues Giada, “appeal to creative product development. “We
the trust of household names different target segments are quite confident that Charmmy
such as American Greet- within the same age Kitty has the potential to become
ings, Nelvana, Sanrio, and groups, offering a wide a real licensing starlet over the next
many Italian licensees, range of solutions few years and are already working full
becoming a well in terms of prod- force to implement a comprehensive
known, established uct development. strategy across key categories”.
reality in Italy and Charmmy Kitty, Another new property Starbright
beyond. for example, is a believes to have equal potential to
In late July, Ameri- cute and lovely evolve significantly in the near future
can Greetings character from is Charuca. Charuca is a cute and play-
Properties an- the Sanrio Uni- ful lifestyle brand created by a young
nounced the ap- verse, designed for and talented Spanish illustrator and
pointment of Star- a female audience designer named Charuca. Charuca’s
bright as its agent for of all ages. Charm- dream-like world is populated by
Holly Hobbie Classic my Kitty is the characters that are an expression of
in Spain and Portugal, while Starbright white Persian kitten that Hello Kitty’s that Japanese-inspired sub-culture
recently revealed it has signed a deal Papa gave her as a birthday gift. She that passionately engages many teen-
with the Spanish publishing house wears a lace-lined ribbon on her left age girls and young women worldwide.
Edebè to be the representative in It- ear and a necklace with a key pendant Charuca has developed four different
aly of the rights to its hottest brand: that opens Hello Kitty’s jewelry box.
Charuca. Despite being well mannered
There are four major factors - explains and quiet, Charmmy Kitty
Giada - that contribute significantly has both style and person-
to Starbright’s growing success. “Our ality: she does what
close-knit team of enthusiastic and she’s told most of
talented professionals, our experience the time but, occa-
and understanding of the dynamic na- sionally, she puts
ture of the market, the ability to sug- on airs! All of this
gest new and innovative solutions and is reflected in the
– last but not least - a well thought Style Guide that
out acquisition strategy to diversify is fairly sophisti-
our offering.” cated and romantic
The properties that Starbright will with a characteristic
introduce into the Italian market this palette that ranges from
coming fall - Charmmy Kitty, Charuca, the lightest neutrals to
and Twisted Whiskers - are noticeably soft, subtle colors to more
different from one another both in lively pastels.”
52
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