The gifting and lifestyle brand, Precious Moments, has renewed a slate of long-serving licensees amid a burst of new activity for the IP that spans new partners, new themes, and growth into new product categories.

According to Spotlight Licensing, the Precious Moments brand has had a successful past 15 months, over which time is has increased its retail exposure and product placements, as well as grown into new categories.

Recent renewals for the Precious Moments brand include Aurora World, who will continue to develop plush and soft dolls, Card Corporation, who has renewed the rights to market branded prepaid credit, debit, and gift cards, and Harland Clarke, who will continue to market Precious Moments branded cheque book covers.

These are joined by further renewals from PersonalizationMall.com and its personalised gifting options, Retail Centric Marketing and its activity books, and Zazzle and its print on demand services.

“Precious Moments holds an important place in consumers’ hearts and minds and we are pleased to reaffirm these partnerships with valued licensees who have long recognised the unique appeal and value of the brand and helped get the licensing program to where we are today,” said Carole Postal, president of Spotlight Licensing and Brand Management.

Shehnaz Safiuddin, vice president, product and marketing for Precious Moments, added: “These licensees have been an integral part of building and maintaining our evergreen brand and we are thrilled to be able to continue partnering with all of them to continue creating exciting new products for Precious Moments fans to enjoy.”