GIRLS MONTH: Gem Fairies to expand out of greeting cards sector

JELC on board to grow Gemma International property into other categories.
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Gemma International is eyeing up further growth for its Gem Fairies IP - and has hired JELC to help develop the characters and storylines.

The two firms are looking at potentially moving the brand into the toy and publishing areas, with experienced doll designer, Rachel Godfroy, joining the team to lead the development work.

"We had a gap in our portfolio for a really strong girls' fairy brand and decided the time was right to develop our own," explained Amanda Parkin, product director at Gemma International. "With our experience in the greetings and party market we knew what three to seven year-old girls want, so had high hopes for Gem Fairies.

"The card sales exceeded our expectations, which prompted us to develop it further for roll out to a wider audience."

Janet Woodward, director of JELC, added: "Gemma has created a lovely brand which we are now enhancing by developing the characters and storylines. Our plans are to target the toy and publishing categories to establish the girls, their characters and their environment, and then widen the reach internationally and into other categories."

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