Doodles: taking Withit to a new dimension at BLE!

Cheeky Monkey, Glamour Puss, Mad Cow, Top Dog, Happy Bunny, Miss Cheeky, Chocolate Moose and Lost Sheep have all made the Withit brand an international hit. Now, building on that success, it’s time for Withit Doodles, an all-new brand that brings the fun and colour of Withit to a new market in a new and enchanting style. Launching at Brand Licensing Europe 2010, Doodles is the centre of a major display on the Withit stand (D090). The Withit Doodles range features six delightful new characters, among them a musical elephant, a shy squirrel and a loveable ladybird. The design is different too: a completely new softer, ‘sketched’ look, highlighted with watercolour techniques, that is both warm and gentle. Visitors to the Withit stand can enjoy a big Doodles display including proof-of-concept Doodles greeting cards, apparel and gifts. Even before BLE, however, initial interest is already proving strong, with first product expected at retail as early as spring 2011.

Created to complement the bold style of the established Withit brand, Doodles are crafted to have a strong sentimental and emotional appeal, especially to the teen and young adult women’s market. The style is especially suited to the gift and card market where the Doodles brand is expected to make major inroads. E-cards and personalised gifts in particular are seen as markets with strong potential.

But that’s not all. The ‘Ahhh factor’ of Doodles is expected to be ideal for the apparel market — especially nightwear — the stationery market, plush and crafts. Scrapbooking, gift books, crafts gifting, frames and framed messages are also perfect expressions of the charm of the Doodles brand.

Brad Caines, Creative Director of Withit says: “We were keen to extend the enormous appeal of the Withit brand into new areas while maintaining and strengthening the core appeal of the Withit gallery of icons. Launching a complementary range of characters in a new style was the obvious answer. The Doodles brand has enormous potential in markets that compliment and extend the creativity, wit and originality always associated with the Withit name. We are looking forward enormously to introducing the brand at BLE.”