Paris Hilton eyes up Europe for brand push

Apparel and dolls are amongst the items which will boost US heiress' product portfolio throughout 2008.
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Paris Hilton has turned herself into a powerful international property, and 2008 will see her launch more branded products into the US and Europe.

Handled by The Beanstalk Group, Hilton's portfolio includes four fragrances, sunglasses, high-end watches, handbags, apparel in North America and a 'Steffi Girls Styled by Paris Hilton' doll by Simba.

Apparel is the anchor category - and in the US the Paris Hilton Collection by Dollhouse launched this year, achieving record sell-through in Macy's. In Europe, the line is due to arrive next spring/summer with a major European partner.

The fashion line is also due to expand with lingerie, swimwear, jewellery, hair accessories, luggage, optical and pet apparel and accessories in Europe and the US.

Simba is developing an 11.5-inch fashion doll targeted at four to 11 year-olds. The 'Styled By' concept will come in three sets: Party, Shopping and Glam Summer, and will feature fun accessories as well as the dolls. It will again arrive in Europe in spring/summer 2008.

"For Paris, Beanstalk has identified a strategy that builds her global brand gradually across a phase-in of products with consumer permission," Louise French, associate VP, explained to Licensing.biz.

"This means that categories that have immediate identification with the celebrity brand will be prioritised over categories that will apply with consumer acceptance based on previous successes. The result is a slower build of products, but, in Beanstalk's experience, a more sustainable brand programme.

"Paris Hilton's undeniable style has parlayed into a modelling career, TV and film features, global promotions, various entertainment and business ventures and now a global brand."

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