Pusheen welcomes new apparel partners in Poetic Gem, Fashion Lab and Fashion UK

Word of Web and UK agent Fluid World have signed a raft of new apparel partners for Pusheen the Cat.

Poetic Gem, Fashion Lab and Fashion UK are all now an board to launch ranges this year.

First to market is Poetic Gem with this month’s launch into fashion retailers, including ASOS, targeting the young adult female audience.

In the May/June period, Fashion UK will debut an exclusive apparel range for M&S spanning nightwear, daywear, underwear and socks targeting tweens and young teens.

Finally, Fashion Lab is launching a range of daywear, nightwear and swimwear for older girls in autumn/winter this year.

“Pusheen has quickly become a leader among digital characters in the UK," said Sarah Fletcher, general manager, Fluid World.

"The strength of this Pusheen offering in apparel — and a number of other categories — is a strong indication of the impression the brand has made on licensees, consumers and retailers alike.”

Other new additions to the UK licensing programme include confectionery, stationery, greeting cards, home textiles, toiletries, watches, ceramics, jewellery and accessories.

Fuad Khan, founding director of Word of Web, added: “Together with Fluid World, we have built a great line-up with best-in-class licensees — as this apparel selection makes clear.

"With roots in new media, Pusheen is proving that both the game plan for consumer products and the way brands connect with the consumers is changing."

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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