VEGAS 2010: Bradford adds Denise Richards to roster

Model and movie star joins agency's portfolio ahead of Licensing International.
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Bradford Licensing will reveal model and movie star Denise Richards has its latest signing at Licensing International.

The firm is looking to build Richards into a lifestyle brand, with categories including hair products, swimwear and pet products all being considered.

"It is a multifaceted lifestyle that appeals to licensees and consumers alike," explained Michelle Minieri, president of Bradford Licensing. "We are very excited to be working with Denise because she truly understands that the success of her brand largely depends on her involvement, therefore is exceptionally hands on."

In addition, Bradford has acquired The Wannabes Starring Savvy, a tween TV show which revolves around six diverse high school freshman living in a fictional Michigan town. International licensing deals are already in place.

It will also be showcasing its Pepsi 'Refresh Everything' campaign during Licensing International, as well as unveiling news about the formation of a new global partnership with an agency in India.

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