Entertainment One Licensing has unveiled its ambitious plans to expand its teen property, So So Happy ahead of this year’s Licensing Expo.
Following the firm’s acquisition of Art Impressions last year, eOne has been building a multi-platform strategy for the property that will see the brand embark on new licensing categories.
The plan will be supported by a comprehensive marketing campaign in the US.
Comedy shorts are already in production and will be hosted on social media sites and a new website that is set to launch in spring next year.
Bolstering So So Happy’s US licensing programme is a new partnership with Kelly Teergarden Organics, a skin care company who aims to launch a collection of So So Happy cosmetics and skincare products for teens and young adults.
“My passion is formulating products that protect your health while enhancing your beauty the natural and organic way,” said Kelly Teergarden, founder of KTO. “So So Happy Cosmetics is a natural fit with KTO as the brand also promotes empowering healthy lifestyle choices.”
The collection will also offer products such as lip gloss with an LED light and built in mirror.
Cindy Bailey, president of Entertainment One’s Pop Culture and Lifestyle Division, added: “The collaboration with KTO represents the brand’s entrance in to the cosmetics market and demonstrates our commitment to the continued growth of the licensing programme.
“Like the So So Happy brand itself, this new cosmetics line I designed to project confidence, empowerment, and a free spirit, which is something we’re keen to promote. We want to encourage our customer to make the most of who she is and embrace health and happiness in every aspect of her life.”
The cosmetics and skin care line is lined up to hit retailers in spring 2015.