IRMASWORLD has hired Active Merchandising, headed by licensing veteran Anita van Esch, to be agent for the distinctive character-based lifestyle brand in Germany. She will be charged with building on established fashion, beauty, publishing, online, advertising partnerships for the illustrative property and forging long-term deals with licensees in new product areas. Goa Geneva Trading, owner of IRMASWORLD is also seeking worldwide partners to extend the reach of the brand into new markets.

IRMASWORLD www.irmasworld.com is a standout character-based brand and the brainchild and alter ego of successful artist, fashion consultant and publisher Jasmin Khezri. IRMA is a truly cosmopolitan girl, a chic and independent young woman, a confidante, role model and advisor.

The brand already has an established presence across a variety of platforms. IRMA’s stylish editorial has made her a favourite contributor to Glamour magazine in Germany where she has an established role as International Trend Scout, celebrity interviewer and style guru. She has also provided fashion and beauty advice and practical lifestyle tips in magazines in the UK, France, the US and Japan.

With her distinctive visual style, IRMA is also in great demand by some of the biggest names in fashion. Esteemed French fashion house Celine has already produced a range of IRMA T-shirts with further products planned. IRMA’s image has also been used in high-profile advertising campaigns by leading brands such as De Beers, Ford, Noxzema, Danone and Carrefour as well as the cream of high fashion labels including Chloe, Louis Vuitton, Givenchy and Prada.

Van Esch has over 11 yrs of experience in the licensing industry with specific expertise in pan European markets including Eastern Europe and the Middle East. Her client base covers lifestyle, animation, toy, preschool, animation and cult brands working with international and local licensors such as Mattel (Barbie, Fisher Price), Super RTL (Bob The Builder, Toggo/Toggolino), Nickelodeon (Spongebob, Dora), Granada/ITV (Bella Sara) and Egmont/ Cultfish (FHM, girlfriends, Sugar).

Rainer Tschierschwitz, Director of Goa Geneva Trading which owns IRMASWORLD said: “We are delighted that Active Merchandising is on board. Anita’s experience will be invaluable as we look to expand the IRMA brand in Germany and create many new opportunities for consumers to experience IRMASWORLD.”

Anita van Esch added: “IRMASWORLD offers a wealth of opportunity for partners with products or services that can be brought to life through IRMA with her glamorous day to day living and lifestyle expertise. Licensees can benefit from her existing connections and established presence in variety of markets, and, with vast scope for cross-promotion, marketing and local based services, it’s a fantastic property to be involved in, with strong potential.”