Digital specialist AT New Media, licensing agent for the smash-hit internet phenomenon Gummy Bear, has announced details of a new agreement with Fashion UK that will see the company launch a fantastic range of Gummy Bear branded apparel onto the UK market. Gummy Bear (aka Gummibär) is the all-singing, all-dancing icon that has been one of the standout digital hits of recent years. The multi-lingual crooner can sing in eleven different languages and this has led to a monumental international following, making him a huge superstar on the Web, with fans watching Gummy Bear content through sites such as YouTube and MySpace and via a dedicated web presence at www.gummibar.net. Breakthrough hit The Gummy Bear Song has been downloaded an astonishing one billion times and Gummy Bear videos are a constant presence in the top 10 of the iTunes Dance Music Video Chart.

The brand is already well established in southern, central and eastern Europe, where licensed merchandise is flying off the shelves, and the property enjoys considerable success in the promotional sector, with companies such as Turkish telephone giant BN Telecom, Greek food manufacturer Ifantis and McDonald’s in Germany all having seen huge increases in sales through associating with Gummy Bear.

AT New Media is looking to capitalise on the property’s huge popularity in the UK and the new agreement represents the first Gummy Bear apparel deal in this country. Fashion UK will develop a range of branded products that is set to include a hooded top featuring the famous Gummy Bear ears.

Gurdev Mattu, Managing Director of Fashion UK said… ”With a one billion viewing figure, who wouldn’t want to be involved with Gummy Bear!”

“We are delighted to have signed the first UK apparel deal for Gummy Bear – the brand is a massive hit with kids and bringing Fashion UK on board represents the first step in translating this popularity into new merchandising success. It is fantastic to have a licensee that has recognised the significance of internet viewership as a key benchmark for new merchandise license acquisitions” says Simon Kay of AT Media.