Legwear Brand HUE Snags Beanstalk as Rep
Beanstalk has signed fashion legwear, leggings, and sleepwear brand HUE for representation. The HUE brand is known for its trend-right style and developed sense of color, coupled with quality, fit, and comfort. The brand is currently sold exclusively in department stores, where it holds the leading position in the legwear category. Through strategic brand extensions, HUE will continue to engage its consumers in new areas of the store. Utilizing the core attributes and foundation of the brand, Beanstalk will seek best-in-class partners across categories including apparel, footwear, handbags, intimates, and swimwear.
Iconix Brand Group Takes Stake in New Menswear Brand
Nick Graham, the former CEO and founder of Joe Boxer, launched his eponymous lifestyle brand in Macy’s on October 14. The initial collection, featuring men’s shirts and ties, will be sold through upscale department and specialty stores starting this fall, and online at nickgraham.com. In addition to the launch, Iconix Brand Group has acquired an interest in NGX, which owns the trademarks for the Nick Graham brand.
NGX has aggressive plans to license a wide variety of apparel and accessories both domestically and internationally. The deal reunites Iconix, which purchased Joe Boxer in 2005, with Graham.
SuperAwesome Creates Exclusive Ever After High Box of OMG!
Mattel has teamed up with SuperAwesome and its Box of OMG! to create exclusive Ever After High sleepovers for fans throughout the UK, in celebration of the broadcast of the Thronecoming special this October.
Girls will be recruited through an extensive media campaign targeting more than eight million children across key girl websites in partnership with SuperAwesome. Chosen girls will receive an exclusive Ever After High Box of OMG!, which will each contain everything needed for a Thronecoming sleepover for up to six people. The box will include the latest Ever After High book, The Unfairest of Them All, a limited edition Ever After High bracelet, plus masks, invites, and games.
From Frank Expands into Lifestyle Brand
A Squared Entertainment, a wholly owned subsidiary of Genius Brands International, has partnered with From Frank to expand the humor greeting card line Recycled Paper Greetings, which is licensed to American Greetings division, into a broad-based lifestyle brand. Following the success of the greeting card line at Target and other retailers around the country, a number of high-profile licensing partners have been signed that incorporate From Frank’s wisecracking humor across several new products. New licensees include Gtech for lottery tickets, Bare Tree Media for branded virtual goods, Calendar Club for calendars and puzzles, and Hot Properties for pins, stickers, air fresheners, and magnets.