Skechers unveils major licensing drive

Firm to use original branded content and characters as part of new push into market.
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Skechers Entertainment is looking to move some of its original content into the licensing space.

Among the initial properties driving the initiatives is Zevo-3 - the first originally produced animated TV series from the firm, which premiered on Nick Toons in October 2010. In addition, direct to DVD movie Twinkle Toes, which is currently in production and developed from the top selling girl's footwear brand, will be among the other properties leading the licensing roll out.

Skechers will be looking to sign deals in all key categories including apparel, interactive, toys, games and accessories, food, stationery, gifts, arts and crafts, back to school and seasonal.

"Our enormous retail footprint, including approximately 400 of our own stores, combined with heavyweight marketing and advertising, enables Skechers to drive entertainment content sales and demand for our characters, even before we approach the licensing community," said Paul Flett, SVP of global licensing at Skechers.

"Once on board, licensees will be able to leverage the cross promotional strength of Skechers in a variety of extremely impactful and unique ways."

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