DRi adds new partners to One Big Element mix

Samantha Loveday

By Samantha Loveday

January 13th 2012 at 10:43AM
DRi adds new partners to One Big Element mix

Key licensees sign up for new property which puts a quirky spin on the periodic table.

DRi is gearing up for the launch of new brand, One Big Element, which puts a contemporary, fun twist on chemistry.

The brand uses bright graphics and gives humorous meanings to the elements of the periodic table and the universally recognised symbols. Some of these include BOOZr, OMg and PoSEr, along with As - Arsenic - The Killer Element, Cu-Copper - The Element of Law & Order, and Pt-Platinum - The Bombshell Element.

DRi has inked a partnership with Copywrite for stationery, bags and accessories including gadget cases, laptop cases, pencil cases and notebooks. The range is due to launch in the spring.

Summer will see the arrival of a greetings card line from UK Greetings, which will include 15 everyday cards, as well as Mother's Day, Father's Day and other seasonal releases. A licence has also been agreed with Portico for 2013 and 2014 calendars and diaries.

Castle Melamine will launch 16 coasters, fridge magnets and bookmarks, while Sonia Spencer's cufflinks and badges hit stores last autumn.

"We're delighted at the response that we're getting to One Big Element and with the strong and growing licensee base that is coming together for the brand," said Alicia Davenport, licensing director at DRi.