Firm shares its plans for newly created Magic Belles brand.
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Luma Creative (stand C128) was set up in 2010 by Luciana Mazzocco and Maxine Stinton, who had previously worked together as the creative development team for an international publisher, developing and launching new magazines and collectable products and toys.

Luma Creative is a design, branding and editorial agency. Stinton explains why they decided to start it up: "Over the years, we have worked on many new children's magazines with leading brands.

"We set up on our own to do more brand and publishing development with a wider client base, but mainly because we wanted to use our experience and knowledge to develop our own character and lifestyle brands."

Soon after creating the company, the pair began development work on Magic Belles with a team of four and five year-olds as their consultants. Stinton says: "Doodling characters and imagining backstories is something we've both been dong since we were kids and are very passionate about. We had a licensing expert on hand to give his honest and constructive opinion, and also a musician and a web designer as part of our extended team."

The Magic Belles website was launched in April 2011 and soon after, the firm signed its global agent, DCD Publishing in August this year.

Magic Belles will be on show at BLE. Stinton explains: "It's a magical, musical character brand for girls aged three to seven, and is based around six fairy-like characters: Cupcake Belle, Star Belle, Love Belle, Rainbow Belle, Flower Belle and Butterfly Belle.

"Each character looks after one of life's special wonders, and they each have their own unique, signature jingle. When two or three Magic Belles get together, they jingle in harmony; when all six get together, they create a magical, musical symphony."

Luma will also be debuting its first Magic Belles Magic Music album in time for the show too.

The duo has been visiting at BLE for a number of years – formerly as publishers looking for exciting new licenses; last year as a brand and design development agency and this year will be their first year as a licensor.

Stinton says: "It's been an exciting transition and BLE is the obvious venue to show off our first brand – the show has a great atmosphere. We're very much looking forward to being there with our own stand for the first time, and being part of that 'buzz'."

Luma's original intentions for BLE was to find an agent, but as that has already been finalised, Stinton says: "Now we'll be there to give buyers and potential licensees a really clear idea of what the Magic Belles brand is about – whether they're following up from a meeting with our agents, DCD, or seeing and hearing about Magic Belles for the first time. We hope they feel excited and inspired by what we're doing and confident that we're the right brand for their sector."

Luma is hoping to see Magic Belles signed across many sectors, and would like to start off with publishing, clothing and toys. Stinton concludes: "We also have a special interest in music and gaming. To support the brand, we'll be continuing to develop our web content, and social media networks, and we'll also be starting work soon on apps. We have exciting times ahead."


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