Cookie Jar Group has been named as the exclusive licensing agent and entertainment partner for the Varsity brand, a key name in cheerleading and dance apparel, instruction and competition.
The firm will help launch Varsity-branded merchandise and entertainment from 2010. Licensing division CPLG will handle all worldwide licensing for the brand, while Cookie Jar will develop entertainment.
The programme will initially target girls aged seven to 18 with a wide variety of consumer products including apparel, health and beauty aids, back to school, accessories and interactive.
A second phase will see CPLG looking at the toys, publishing, apparel and dress up sectors, with a view to targeting three to six year olds.
"The Varsity brand embodies spirit, pride, passion, athleticism and leadership," said Lisa Streff, Cookie Jar's SVP of domestic consumer products. "Cookie Jar is looking forward to capturing the brand's essence by developing a licensing programme that is unique to Varsity."