Fashion Appeal to Young Adults as Brand Extends into European Markets

Leading family entertainment producer and distributor Chorion is further expanding the reach of classic property Flower Fairies™ by appointing licensing agents for the brand across Europe. For the first time, Copyright Promotions Licensing Group (CPLG) will represent the property in France, Germany, Italy and Benelux, with Bulls Licensing acting across Scandinavia. The appointments come as the momentum for Flower Fairies™ builds and develops in newer categories like apparel, representing an exciting stage in the evolution of the brand. Both agents will work closely with Chorion to launch programs into these new territories, aimed at younger, more contemporary audiences as well as the more traditional consumer groups.

Bettina Koeckler, SVP Licensing, EMEA at Chorion says: “Flower Fairies is a timeless brand with worldwide appeal for both young and old. We are excited to have signed CPLG and Bulls, both of whom will be strong licensing agents for us in Europe, helping us to expand the business for this global franchise.”

Katarina Dietrich CEO, CPLG says: “We are excited to represent a property as timeless as Flower Fairies and look forward to being an integral part of the evolution of this well known brand. With artwork that continues to stand the test of time we are convinced that the property will be well received in Italy, Benelux, France and Germany by licensees, retailers and consumers alike.”

“We are proud to represent such a classic British brand,” adds Johan Kind, Brand Manager at Bulls Licensing. “The artistic value is enormous and will be loved by the Scandinavian market.”

With over 85 licensees worldwide, the Flower Fairies™ illustrations appeal to both adults and children. The property has traditionally been very strong across collectable products, gifting, stationery, homewares and toys categories but moved strongly into the apparel market for fashion conscious young adults for the first time earlier this year.

Fashion T-shirts aimed at women in their 20s launched in FØRSTE stores in Japan, targeting young women with a ‘casual-but-stylish’ preppy chic-style collection. In the UK, Somerbond introduced a brand new range of apparel in Top Shop, starting with a limited collection of nightwear and following with underwear in all stores. Elsewhere, apparel and housewares rolled out in 26 IPER hypermarkets across seven different regions in Italy, targeting both adults and children.

The Flower Fairies™ have become a global licensing property with an extensive product range. Flower Fairies™ licensing can be found in multiple territories including Australia, Japan, Europe, Middle East and USA, highlighting the broad appeal across demographics and countries.

The first Flower Fairies™ book, Flower Fairies of the Spring, by Cicely Mary Barker was published in 1923. These beautifully illustrated books, now published by Frederick Warne, have become classics of children’s literature and have been translated into 11 languages. Over eight million books have been sold worldwide, nearly two million books in the US alone, with approximately 80 titles in print. Fairyopolis: A Flower Fairies Journal stayed in the Top Ten on NY Times’ Children’s Bestsellers list for over a year.

For more information about Flower Fairies™ visit www.flowerfairies.com