Gem Fairies casts its spell on licensees around the world Brand Licensing Europe - August 2013

 
Find out about exciting brand plans — and meet the Gem Fairies! — at BLE stand D065

Gemma’s girls’ property Gem Fairies is casting a powerful spell in a growing number of territories. As this delightful brand makes its second appearance at BLE it brings with it a long list of licensees around the world. The show is also the ideal platform for brand owner and creator Gemma, the UK market leader in licensed Greetings, to present its exciting new plans for the three beautiful princesses who transform into enchanting Gem Fairies. To date JELC, global licensing agent for Gem Fairies, has secured licensees in territories as far-flung as Thailand, the Philippines, Mexico, South Africa and Russia in categories that range from stationery, apparel, party paper-ware, toys and publishing to arts and crafts and of course greetings cards.

And greeting cards have also been a major hit in the UK for Gem Fairies. Gemma’s range is proving to be a runaway success in retailers such as Toys R Us, Sainsbury’s, Asda and most recently Clintons.

Now, building on growing international awareness, Gemma is investing heavily in the Gem Fairies brand with new artwork, style-guide, website and ftp on-line approvals, assets site and a brand new Gem Fairy. Visitors to BLE can hear more about these plans — and see some ‘real-life’ Gem Fairies! — on JELC’s stand, D065.

Gem Fairies are three sisters who spend their days learning how to be princesses ruling their kingdom, and along with their cousin, Jade, magically transform into fairies, secretly solving everyday problems across the realm. The brand’s core audience is little girls who love the charming and captivating way the brand celebrates the fun and magic of childhood. It is the only girls’ property which combines the aspirational aspects of princesses with the magic of fairies.

Gemma’s Amanda Parkin, says, “Our design and marketing team, alongside our licensing partner JELC, have worked hard to develop a strong, quality brand and campaign, with wonderful results. We are delighted that Gem Fairies have been a success with their young audience across so many very different territories and are looking forward to further strengthening the brand message over the coming year.”

Janet Woodward, Director JELC, says: “The Gem Fairies brand has tapped into themes universally popular with young girls around the world but done so with real style and originality. This is a property that has already made clear its global appeal and, with the new brand development plans on the way, is set to build strongly on that success.”