Fast-growing retail, licensing and internet phenomenon returns to Licensing Expo
This June Las Vegas is the place to get Withit!

Yes, Cheeky Monkey, Glamour Puss, Mad Cow, Top Dog, Happy Bunny, Miss Cheeky, Chocolate Moose and Lost Sheep are back at Licensing International Expo for the 2010 show. In fact the whole gallery of 16 fun, design-based Withit characters will be welcoming visitors to booth 3981, where show attendees can hear about this fast-growing retail, licensing and internet phenomenon. The gallery of Withit icons was developed in the 1990s and has been licensed from 2001. Since that time the characters have been part of a retail success story in more than 50 countries and across a wide range of categories including apparel, nightwear, stationery, bags, accessories and many more. The initial target market of tween and teen girls aged 9-15 is still the core of the brand’s appeal but Withit merchandise also enjoys strong sales to markets beyond this age group.

In fact the popularity of the brand has grown year-on-year, with 2009 in particular seeing an explosion in licensing and promotional activity across UK & Europe.

Withit scored a major success last year with a UK, Europe and Middle East-wide promotion with Burger King for the 2009 Back to School period that involved the distribution of a staggering 4.7 million back-to-school items.

And this year has already got off to a great start thanks to a specially designed range for Claire’s Accessories of exclusive stationery, bags and backpacks, featuring the much-loved Withit character Cheeky Monkey in a skull 'n' crossbones motif. The line will appear in-stores throughout the UK major European markets. It includes A4 and A5 notebooks, mechanical pens and pencils, a 16-piece super stationery set, a zip top purse, a school-sized backpack, a mini courier bag, and a cool Converse-trainer-shaped pencil case…with laces! With perfect timing, the launch takes place on the 7th of June, one day before the start of Licensing Expo.

Further evidence of the brand’s popularity is the ‘direct to retail’ deal with C&A (with over 1000 stores) which has just been renewed for a second term giving Withit presence in stores across Europe.

Asda Wal*Mart in the UK have continued to sell Withit products from teen t-shirts to adult women’s nightwear and to kids lunch bags and bottles showing the brands ability to span all age groups.

And now there’s www.withitworld.com, the Flash-animated world of Withit, where the characters’ 50,000 fans can find out more about their favourites, play games, download wallpaper and screensavers, buy Withit merchandise and join the Withit Club.

Brad Caines, Creative Director of Withit says: “The past 18 months have seen the Withit brand grow at an amazing speed in Europe and the Middle East. Now we’re on our way to Licensing International Expo in Vegas, having just secured deals in Mexico and Brazil and with plans to follow up on some exciting new leads from the USA. We'll be showing a UK-themed range of apparel and accessories to emphasize the 20-year heritage of this British brand, focusing on Cheeky Monkey, Glamour Puss, Top Dog, Dozy Mare, Miss Cheeky and Chocolate Moose. With the Claire’s range on the way and lots of other plans and deals in the pipeline, we’ve got a lot to tell!!”