Mae West given a licensing make over

Classic Hollywood actress becomes two 'personas' for new campaign from Greenlight.
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Iconic Hollywood actress Mae West is having her brand made over by Greenlight, which represents the estates' of personalities such as Albert Einstein and Steve McQueen.

The company has spent time creating two personas to build on the star's classic presence, appearance and sexuality to connect with today's consumers.

The result is both an updated contemporary classic Mae West that exudes her timeless appeal, plus a young, 'aniMae' to appeal to today's youth.

Greenlight partnered with NYC-based Kick Design to create the classic persona, which involved reviewing large photo archives to select the right pictures to work with. Hallmark is already using West's voice and quotes for a musical greeting card line.

For 'aniMae', meanwhile, Greenlight partnered with Jonathan Taub Design and Seattle-based Harry Briggs to create 12 new colour caricatures to appeal to a younger demographic.

Each character is accompanied by an equally racy West quote. The first deal has been signed with BioWorld Merchandising to launch a line of signature bags and wallets to be sold in boutique shops.

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