Target moves in for Brit Chicks - Licensing.biz

Target moves in for Brit Chicks

Firm to launch global licensing programme for fashion and lifestyle brand.
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Target Entertainment Group has been appointed to represent the worldwide licensing rights to girl's fashion and lifestyle brand, Brit Chicks.

The firm will now kick off a fashion-led programme, with apparel and accessories high on the agenda. Target will also look to extend the brand into the publishing and gaming sectors.

A Brit Chicks social networking website is due to launch in October, while original songs from Eva, Mica and Honey will be available to download from the site and iTunes. A compliation CD is being planned for the future.

"It's really exciting to be involved in a non-TV entertainment brand like Brit Chicks, especially one so clearly targeted at a demographic that is under served," said Helen Howells, global brand director at Target Entertainment Group.

"Girls want to chat online, swap tips and live out their own adventures and Brit Chicks will provide the perfect opportunity for that."

Denise Deane, MD of Brand Champions, which owns the Brit Chicks IP, added: "We are delighted to be working with Target on this exciting launch - the virtual world together with the music release will significantly raise awareness amongst our target audience, allowing the talented team at Target to introduce the Brit Chicks to a wider audience."

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