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Agency will represent new brand in the Far East, Middle East and India.

Withit adds AI Licensing for Joey and Joy

Withit Licensing has appointed AI Licensing as it looks to further expand the reach of its Joey and Joy brand.

The three-year deal will see AI India represent the property in the Far East, Middle East and India.

AI India will be looking to secure new licensees for Joey and Joy across the three markets, as well as take on international distribution and manufacturing in the markets in which it operates and where Withit has presence.

Lifestyle brand Joey and Joy launched last year, featuring two monkey characters. There are two key design interpretations to give appeal to a broader audience.

AI India is aiming to launch products before the end of October in all three markets.

"It’s great to have AI India on board and we’re looking forward to launching Joey and Joy in the Far East, Middle East and India," said Dolph Zahid, president of Withit Licensing. "AI India has a breadth of knowledge in these markets which we know will be useful when developing the brand, exploring new opportunities and taking it into retail."

Nitan Kalra, director of AI India, added: "We’re looking forward to working with Withit Licensing and believe the Joey and Joy brand has huge potential. We’ve already had great interest and are on the brink of securing several deals."

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