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New girls' fashion brand targeting apparel, accessories and gift categories initially.

Hoho readies Mimi and Bibi push

Hoho Entertainment is beginning to ramp up plans for its new girls’ fashion brand, Mimi and Bibi.

The company officially launched the property at Brand Licensing Europe in 2013, saying it was a response to the fact that several licensees had been saying for a while that they were looking for a girls’ brand.

"We believed that there was scope for a new girls’ property that offered more than princesses and fairies," joint MD of Hoho Entertainment, Helen Howells, explained to Licensing.biz. "It’s a very attitudinal brand that has both a cute and edgy design, bubblegum fun on one hand mixed with gothic grunge in the other, giving girls the opportunity to decide if they are having a Mimi or a Bibi day."

Hoho’s plan is to team up with a core set of licensees to offer retailers a fun and unusual range of apparel, accessories and gift items initially.

Meanwhile, the company is also developing a series of 2 minute shorts that will not only bring Mimi and Bibi to life, but will also provide marketing support for the brand at retail.

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