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TOTAL LICENSING
a publisher to do a second run. animals. venge. There are over 100,000 mem-
“As an artist I always tend to draw the One key element of the Rocket UK bers in the Teddy Scares Bearly Alive
bizarre…The shock is the fun element, Skelanimals strategy is to ensure that Membership Club, seeking out the
along with the ‘I can’t believe you’ve the brand establishes itself company’s plush, tees, and other items
done that, what goes on in your mind’ guaranteed to be ‘Made with 100%
reaction and funny looks you always madness.’ “Morgue Minis” small plush
get. You don’t have to be a brooding toys, for example,
teenager or a disenchanted goth are packaged for
to enjoy it - we can all get down retail sale in body
and learn to embrace our dark bags and come
side.” complete with toe
Skelanimals, from Art Impres- tags. The brand is
sions, with the strap line Dead marketed through
Animals Need Love Too are shows with the
cute little animals which have aim to directly
met odd and untimely ends, reach its target
mostly due to ill-advised and silly audience, from
behavior. Through funny poems Comic-Con and Toy Fair to niche
relaying their woeful methods of de- conventions for fantasy, horror,
mise, their creator, Mitchell Bernal, and tattoo buffs.
casts the afterlife in a humorous Scarlett and Crimson are the
and playful light. The fact that new kids in the black!, a cou-
the Skelanimals are no longer ple of Goth friends who share
living has not lessened their desire a passion for a sort of fashion
to be loved, and they are all seeking at retail, so that it gains visibility, es- which is all their own, distinctly darq
adoptive homes from understanding pecially as it’s a publishing/art based and different.
owners who can look past their bony brand, but also retains it’s credibility A joint venture between Coolabi
exteriors. as a brand that is known and loved by and The Ged Backland Studio this
Skelanimals occupies a place in this those kids who are so influenced by new property is the very opposite of
genre of licensing because its charac- the music and fashion scene. trendy fashion dolls. Defiantly trailing
ters are both lovable and dark, with The plan is to initially work with in- a cloud of melancholia in their wake,
just the right amount of attitude. They dependent and speciality retailers Scarlett and Crimson are proud to
have captured the inter- and then look to introduce the proclaim “We don’t do happy”.
est of a range of con- range to mid-tier department Coolabi managing director Janet
sumers who might stores. Woodward believes they are on to
otherwise not have “This brand has already a winner. “These two are just typical
much in com- proved to be a success in girls, joined at the hip,” she says. “They
mon, be they the US and one that will are aiming to be dark and sombre but
Goths or grow in Japan and other they have such sweet faces, like little
horror fans, key territories, so we’re upturned hearts that they can’t help
surfer girls, confident that young
fashion-sav- adults in the UK and
vy teens, or Ireland will also love
investment- Skelanimals to death!”
minded toy - Rob Wijeratna.
collectors. Teddy Scares is another
“As soon as we saw property from Art Impres-
Skelanimals we knew that this was a sions that takes something that con-
truly innovative brand, one that does jures images of cute and cuddly and
have dark and edgy qualities, but one turns it on its head, delivering a “de-
that is also cuddly, funny and striking in liciously skewed interpretation of the
it’s design style.” – Rob Wijeratna. classic American teddy bear”.
It is this unique mix that is making it Each of these ‘agorable’ characters,
transgress usual demographic classifi- from Abnormal Cyrus to Rita Mortis,
cations, as the brand appeals to Goths, represents that favorite bear cher-
Punks, horror fans, fashion conscious ished in youth that was unceremoni-
teenagers, toy collectors, skaters and ously consigned to the scrapheap of
surfers and youngsters who just love childhood and is now back for re-
45
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