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Jakks' Girl Gourmet gets outbound licensing push

By Staff -- Gifts and Dec, 12/8/2009 8:19:00 AM

Jakks MALIBU, Calif.—Jakks Pacific has retained licensing agent The Name Game to represent the toymaker’s Girl Gourmet brand.

Jakks is seeking to extend its Girl Gourmet brand, which was first introduced to young girls in 2008 with the launch of the Girl Gourmet Cupcake Maker, into a complete line of merchandise and brand extensions that includes publishing, interactive, apparel, bath and beauty, accessories, social expression, home décor, food/confections, entertainment and other categories.

Other efforts to support the Girl Gourmet program will include television entertainment, marketing programs, Web interactivity and retail partnerships.

“We are very excited to launch this lifestyle license around our internally developed Girl Gourmet brand. We want to extend the product categories of this line for young girls and enhance the brand,” said Jennifer Richmond, Jakks’ senior vice president of licensing and media. “Activities like cooking, crafts, fashion and decorating have evolved into a critical means of self-expression and creativity for all age groups, particularly tween and teen girls. We believe we can create a rich portfolio combining products, publishing and entertainment that will really resonate with hip girls of today.”

The Name Game is partnering with Sharon Bennett of Bennett Branding to execute the program.

“We anticipate that there will be wide appeal for the Girl Gourmet brand across a broad range of product categories, channels of distribution and entertainment,” said Holly Rawlinson, president of The Name Game. “Our objective is to leverage existing consumer interest in this fun, trendy brand beyond the success of the toy line with a comprehensive program that creatively encompasses self expression, strong values and positive images so important to girls today.”

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