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TOTAL LICENSING
Style Guides: ‘I love Kawaii’, ‘Charuca The third novelty that
Gothic’, ‘Toxic’, and ‘Baby’, which share Starbright will be pre-
the same mix of fresh traits with fun, senting this Fall is Twisted
positive messages. ‘I love Kawaii’, for Whiskers.
example, is a pink universe with a pro- Since its launch in Sum-
vocative, naughty edge: its inhabitants mer 2001, Twisted Whis-
have fun, play pranks, laugh, and enjoy kers has proven to be
being a little irreverent! extremely popular be-
‘Charuca Gothic’ adds a dark and glit- coming one of the fast-
tery twist to the Kawaii design with- est selling card collec-
out compromising its positive, fun- tions ever developed by
loving spirit. ‘Toxic’ is a bizarre world American Greetings in its
where its main character, Tonti-Girl, is 100+ year history. In the
addicted to toxic fruits that are evil US alone, this brand has
but which she finds delightful. earned over $85 million
By constantly eating toxic fruits Tonti- at retail in product cat-
Girl has become a toxic girl herself egories including cards,
and a worm, Chun-chun, has appeared gift wrap, party goods and
calendars and, it is precisely this strik- in Italy over the past 10 years that is
ing success, that leads Starbright to more than double of any other Euro-
believe that these stretched, pean country,” explained Giada.
squashed, pop-eyed pets can After securing its foundations on
work well across similar solid ground with a portfolio that in-
categories in a market cludes both classic evergreen brands
that has proven recep- like Holly Hobbie and Sanrio’s My
tive to fun-oriented Melody, Little Twin Stars, Badtz Maru,
properties. and Keroppi, and trendy properties
“Our licensing strategy like Angel’s Friends, Kuromi, Madballs,
for the goofy Twisted Ruby Gloom, the agency is now mov-
Whiskers bunch will ing forward by picking up on the hot-
enable us to move into test trends around and continuing to
less traditional product expand its international reach.
categories and explore new Starbright’s future indeed looks
possibilities in booming niche fairly bright - like the smile on Gi-
markets such as that of pet acces- ada’s face when we ask her what
sories which has seen a 70% growth will be coming next?
on her head.
“Toxic appeals to both children and
adults thanks to a minimal color
palette that juxtaposes bright shiny
colors with a black background, and
which allows for the development of
merchandise with strong visual im-
pact”, commented Giada.
Finally, ‘Baby’ is what Charuca has de-
scribed as being ‘the star of Charuca’s
collection’. Baby is a newborn ready
to explore the world around him. The
style is sharp and direct and the im-
agery is set to invite people to dream
and leave an open door to childhood.
Baby’s art, colors, icons, and editorials
are all designed to evoke a feeling of
wellness and peace. All of Charuca’s
designs are instilled with a childlike
innocence and topped with a unique
feminine touch that can easily win
consumers’ hearts.
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