MM Merchandising Media has acquired the pan-European rights to character-based lifestyle brand, Irma.
The firm is now planning to build on the already established fashion, beauty, publishing, online and ad partnerships for the property. It is looking to forge long-term deals with licensees in new product areas.
Irma's World is the brainchild of artist, fashion consultant and publisher, Jasmin Khezri.
The brand offers a broad range of possibilities within licensing products including decorative and skincare cosmetics, clothing, beachwear, linergie, shoes, accessories, leather goods and jewellery.
Home decor, as well as travel guides and city guide categories are also available.
"Irma is an extremely charming and trend-oriented personality who fits beautifully into the rights portfolio of MM Merchandising Media," said Antje Burda, director of marketing at the firm.