The licensing agency for new playground craze, Silly Bandz, Brand Central has appointed AT Merchandise as its sub-agent in Europe.
A licensing drive for the Bandz is already well underway in the US, including t-shirts, video games, a board game, greetings and stationery.
"Silly Bandz is the original and market leading brand and enjoys massive popularity, particularly among tween girls," said Paul Comben, director at AT New Media. "We like to license hot properties that have grown through viral marketing within their core consumer group and which lend themselves to attention grabbing licensed merchandise design."
Ross Misher, president of Brand Central, added: "We have experienced overwhelming demand from licensees and retailers and consumers in North America and look forward to working with AT to capitalise on the popularity of Silly Bandz for licensing in Europe."