Imira extends Kumis brand into Italy

The Licensing Factory to act as L&M agent in the territory for Japanese-inspired brand.
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Japanese brand Kumis is to expand into new territories, after Imira Entertainment struck a deal with The Licensing Factory to act as its agent in Italy.

Kumis are four small geishas, a buddha and a ninja. each with distinct personalities and looks which mix traditional and modern Japanese style with 1960s influence.

More than 300,000 teens own a Kumi article, according to Imira, with products available including figurines, plush, bags, pencil cases and homeware.

Products are currently distributed in over 30 countries worldwide, with new designs released every season. Imira represents Kumis in Europe, where it is looking to take the property into further product categories and new markets.

"This is a brand with huge potential for a wide range of consumer products," said Julien Barbier, head of licensing at Imira. "It is colourful, distinctive and ideal for adapting into further product categories. With The Licensing Factory, we have a partner that will help us to build on its current success with a licensing and merchandising push into new areas."

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