VMC adds Matt Hatter dress up to portfolio

VMC Accessories has become the latest partner to sign up for ITV Studio’s hotly tipped Matt Hatter Chronicles brand.

The firm will be producing dress up and fashion accessories for the UK.

The dress up collection will include the Matt Hatter hero costume, as well as hats, caps, scarves, gloves and sunglasses. They will all feature signature characters and theming, designed exclusively for each retailer.

The collection will be available from spring 2014.

"The potential for dress up costumes and fashion accessories based on the Matt Hatter brand was clear from a very early stage," said Trudi Hayward, SVP head of global merchandising, ITV Studios Global Entertainment. "It was, however, essential to find an experienced and expert partner to make the range a reality.

"VMC is that partner and we’re delighted to be working with them."

Laura Sumner, commercial director at VMC, added: "The marvellous Matt Hatter outits, combined with the continuing success of the character and th show on TV and at retail, made this an ideal licence to add to our portfolio.

"We’re looking forward to being part of the success of what is proving to be a very popular brand indeed."

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