Skelanimals prove dead popular

Rocket Licensing signs up new licensees for growing brand, while web store launches.
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It seems that the Skelanimals, a new line of cute and cuddly, but dead, animals are building up a following - with Rocket Licensing revealing three new deals for the property.

Created by artist and designer Mitchell Bernal, the skeletal characters have already made a big impact in the US, where the brand is prevalent in the fashion, plush, accessories and skateboarding areas.

Products are also sold through specialist retail and indie boutiques in numerous countries in Europe and in markets as diverse as Israel, Japan, South Africa, Latin America and Russia.

In the UK market, Bravado has won the licence to produce fashion apparel and accessories including purses, bags and jewellery.

Pyramid Posters is planning a line of Skelanimals posters and a badge pack, while Underground Toys is distributing a range of four to eight-inch soft toys, keychains and vinyl figures. Currently in the first stage of launch, the products are being stocked in HMV, Forbidden Planet and a number of specialty outlets.

In addition, a dedicated online Skelanimals store has been created by Digital Stores. Launched just before Christmas, the amount of visitors to the site is steadily growing.

"Skelanimals combines a unique idea with enormous appeal and potential across a number of markets," said Rob Wijeratna, joint MD at Rocket. "It's no surprise therefore that it has attracted three more high quality licensees, along with one of the most innovative online retailers in the market. The brand goes from strength to strength."

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