Scary deal for SaraMax - Licensing.biz

Scary deal for SaraMax

New York-based apparel group hired as children's sleepwear licensee for (Not So) Scary Monsters brand.
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CopCorp, the North American licensing agent for the (Not So) Scary Monsters brand, has appointed SaraMax Apparel Group to create a new sleepwear line.

New York-based SaraMax will now manufacture and market boys and girls sleepwear throughout the US, further expanding the brand's reach in the territory. Fisher-Price is the master toy licensee.

"We have dreamt of creating a range of gorgeous Monster sleepwear for some time and we believe that SaraMax is the ideal team to extend the property into this category," said Martin Grix, director of The Monster Factory.

The (Not So) Scary Monsters launched as greetings cards in 2002, with a series of mini, sticker and pop-up books following soon afterwards. A line of high-end soft toys and plush were strategically sold into gift stores in the UK and throughout Europe, alongside the book and stationery ranges.

The brand arrived in the US in May 2007, with the unveiling of (Not So) Scary Monsters presentation windows and a product tower display at FAO Schwarz toy store in New York.

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