High Street retailer launches apparel line for tween/teen brand.
HarperCollins Children's Books has signed a new apparel deal with High Street retailer Bhs for its tween/teen brand, Lola Love.
The agreement is for a 1,000-piece t-shirt trial, which has just been launched online with Tammy, the girls' clothing range from Bhs, targeting eight to 16 year olds.
Gurdev Mattu, MD of Fashion UK, commented: "Fashion UK and Tammy are very excited to be launching Lola Love into Tammy. Both brands fit well together and we hope that this trial can lead to a successful extension for Lola Love within Tammy."
The Lola Love brand was launched in 2007 with a series of non fiction books. The Lolasland website currently has 55,000 registered users.
"HarperCollins are building on Lola's success by broadening the apparel range and expanding into accessories, stationery and toiletries at retail," added Mel Beer, head of licensing and content development at HarperCollins.