Target Entertainment Group has signed a three year deal with licensing company Empire International Merchandising Corp to act as the agent for Brit Chicks in Asia (excluding Korea and Japan). Headquartered in Manila in the Philippines, Empire will represent the girl’s fashion/lifestyle brand in the following territories: Thailand, Indonesia, Malaysia, Singapore, Vietnam, Hong Kong, Taiwan and China. Empire will be prioritising the following key categories in year one: apparel and accessories, stationery and paper goods, footwear, bags, gifts and novelties, publishing, wireless/digital downloads. Targeted at girls aged seven years and over, Brit Chicks is a fun, innovative and aspirational brand which centres around Eva, Mica and Honey, a girl pop group sensation.

In October 2009 the Brit Chicks virtual world www.britchicks.com will launch where girls can make friends, chat and share adventures in a safe, friendly and glamorous online world. The Brit Chicks will be on hand to welcome and guide new members through every step of the Britchicks.com experience, which will be loaded with fashion, music and fun.

Helen Howells, global brand director at Target Entertainment Group said: “We are delighted to announce the first of our international partners and look forward to working with Hubert and his colleagues to build Brit Chicks into a truly aspirational brand for young girls.” Hubert S Co, president of Empire International Merchandising Corp added: “We are more than excited and truly gearing up collectively to strengthen the brand equity of Brit Chicks in our Asian territories. We believe in the brand’s potential and I am positive we will achieve this common objective”.

Brit Chicks is owned by UK-based product developer and licensor Brand Champions Ltd.