Imira bolsters catalogue with Spanish brand Kumis

Firm picks up European licensing and merchandising rights for Japanese-inspired property.
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Imira Entertainment is looking to build on the existing success of Japanese-inspired brand Kumis, having been awarded the European licensing and merchandising rights.

The four small geishas, a buddha and a ninja each have distinct personalities, and mix traditional and modern Japanese style, with an emphasis on the 1960s.

The Kumis brand has already been used on figurines, plush, bags, pencil cases and homeware, with a core target audience of eight to 35 year-old females. In addition, there is a special line of products aimed at eight to 12 year-old males.

Kumis products are currently distributed in over 30 countries worldwide, with Imira looking to take the property into more product categories and new markets across Europe.

"This is an enchanting brand; colourful, distinctive and with potential for a wide range of consumer products," said Laura Navarro, licensing manager for Spain and Portugal at Imira. "We are looking to build on its current success with a licensing and merchandising push into new areas."


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