The Pokémon Company International has renewed its licensing contract with Fashion UK for a further line of kids’ apparel.
The deal – which will now run until 2018 – is the latest in a slate of new signings for The Pokémon Company’s burgeoning portfolio of licensing partners, one the firm believes reflects the surge of interest in the anime brand across the EU.
Last year, the firm struck four major deals in the apparel market including one with DITEXMED in Italy and Spain, TVM Fashion for adult apparel in the UK and Ireland and Roy Lowe & Sons for a range of socks.
New lines will be supported with a raft of retail and promotional activity taking place across the globe as Pokémon celebrates its 20th anniversary.
Now with the launch of a new Pokémon GO app and the continued popularity of the video game and Trading Card Game, expectations are high for the property’s continued success throughout 2016.
Mathieu Galante, senior market development manager at The Pokémon Company International, said: “We are very excited to be extending our partnership with Fashion UK for kids apparel in the UK market.
“There is already a fantastic buzz for the brand at retail and Fashion UK has the in depth knowledge of Pokémon, plus the expertise and enthusiasm to make this 20th celebratory year a resounding success and a springboard for future growth.”
Gurdev Mattu, managing director for Fashion UK, added: “We are really looking forward to working with the Pokémon Company International to develop the brand n the kids’ apparel category.
“We have already received a high amount of interest in the Pokémon brand from a variety of retailers.”