Brit Chicks bags first licensee

Virtual world also notches up impressive first month numbers.
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Target Entertainment Group has signed up its first licensee for girl's fashion and lifestyle brand Brit Chicks.

Hong Kong-based Prosperity Industrial is on board to produce beaded craft items including beaded jewellery kits, spray pens, spray tattoo pens, spyroarts and stencil sets, paper styling stencil kits and scrapbooks. It has worldwide rights excluding the UK.

The deal coincides with the release of the first statistics following the launch of the Brit Chicks virtual world in the UK on October 1st.

In its first month over 70,000 unique users - comprised of girls aged 12 years and under - registered to use the site. Each visitor stayed on the site for an average of 17 minutes.

"We are pleased with the first month's stats, which are very promising, as well as the feedback we have received from the girls playing in the world," said Denise Deane, MD of Brand Champions.

Helen Howells, global brand director at TEG, added: "These statistics prove that BritChicks.com is the right platform to reach young girls, which presents a huge opportunity for licensees. We are delighted to have signed the deal with Prosperity and are now concentrating on the other core categories including publishing, apparel, accessories and toiletries."

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