BLE 2010: Allsorts expands Betty Boop

Classic brand grows into new categories, while Baby Boop property also given a boost.
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Allsorts Licensing has expanded the classic Betty Boop brand into a number of new categories, including collectibles, personal care, electronics and even motor vehicles.

Supported by TV advertising, M6 Interacions in France launched the first Betty Boop partworks programme in Europe earlier this year, consisting of 44 career-themed collectible figurines, each sold with a special edition magazine.

In addition, new licences are in place for cosmetics, fragrance and body care. The first in Corsair's toiletry range has been picked up by The Perfume Shop in the UK and will also be distributed in Germany and Scandinavia. Meanwhile, H&M's Betty Boop range also includes cosmetics and toiletries in stores throughout Europe, Asia, the Middle East, Canada and the US.

Branded Sony-Ericsson smart phones with accessories were introduced in Portugal in the spring, while digital cameras, MP3 players and accessories are on offer from Ingo Devices in Spain. A line of Betty Boop-themed scooters and motorcycles is being produced in South Africa.

Fashion also remains a strong category with key DTR licensees such as Benetton for children's apparel, footwear and accessories, Oysho for loungewear, sleepwear and underwear, and Zara with t-shirts.

Meanwhile, Allsorts is continuing to develop the programme for Baby Boop in Europe and around the world.

Most major categories are already licensed in Italy including apparel, headwear, footwear, swimwear and bedding. Long-term French partner Sun City is now developing a full infants layette and accessory range, as well as its apparel collection.

A publishing programme is also being created in France, with plans for expansion further into Europe.

In the UK, Baby Boop has launched with a range of collectible figurines from C&S, including six resin figurines and one ceramic figure. The first apparel line is now being stocked in Bhs, while Benetton has featured a range of Baby Boop infants and toddlers apparel and accessories in stores worldwide.


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