Having officially launched at Brand Licensing Europe earlier this month, new character-based property Squiffy is already attracting strong interest.
The brand apparently encapsulates the many reasons why people celebrate and is made up of various characters such as 'party princess' and 'daddy cool'. The firm is planning to licence it across a wide range of products including novelty gifts, stationery, house and drink wares, clothing and footwear.
A deal has already been inked with mobile content company Sharpcards, which has licensed several designs and animated them for a series of mobile phone downloads.
Another new licensee is Lanchester Wine Cellars, which is currently presenting a line of alcohol-based Squiffy gift packs to retailers. Stupid Bags holds the licence to use the characters on a large range of celebratory bottle gift bags, while Squiffy made its first appearance on the High Street earlier this year when supermarket chain Morrisons listed an exclusive Father's Day bag.
"The brand is a celebration of friendship and fun," said Jonathan Keeble, Squiffy's licensing director. "Squiffy promotes safe and responsible alcohol consumption and the brand is both everyday and seasonal. The designs cover all of the major occasions and celebrations."