TOTAL LICENSING
With its buzz-worthy launch at MAGIC,
a successful retail program at Hot Topic,
and a growing internet fan base,
Skelanimals is making its mark as one of
2007’s hottest new junior lifestyle brands.
The convention’s management presented Bailey, CEO of Art Impressions. “We had buyers coming
Art Impressions with a fantastic oppor- over from Juniors, Streetwear, Pool, and Project—including
tunity to showcase Skelanimals at MAG- many people who rarely buy licensed products or generally
IC, the premier fashion trade show in the don’t have time to visit the active/licensing area--just to see
U.S. Though time was short, the company what all the buzz was about.”
embraced the challenge and developed a
custom, 60 x 20 space designed like a hip The loveable Skelanimals and the clever stories of their
retail boutique. In addition, toy licensing journey to the afterlife indeed resonate with consumers of
partner Toynami created two 7-foot-tall all stripes, from Goths and horror fans to skate and surfer
stuffed Skelanimals for display in key ar- girls, fashion-savvy teens, toy collectors, and young people
eas of the exhibition hall. The giant, cud- who just find the animals adorable. Nowhere was this
dly animals attracted a more apparent than in the cross-
lot of notice (and many embraces) from section of people who were drawn
camera-toting buyers and exhibitors. to the brand’s MAGIC exhibit.
Trend forecasters, pierced-and-tat-
The hard work paid off. The brand was tooed Goths, middle-aged shop-
widely lauded by show visitors as one of keepers, even a four-year-old and
the hottest new brands in the market, his mother descended upon the
with just the right amount of sweetness booth in hopes of securing a Skela-
and edge. In the aftermath of the MAGIC nimal plush, tee shirt or keychain.
show, traffic to the Skelanimals website
has soared 138% and is now attracting “We had executives and buyers
upwards of 25,000 visitors a day (over from better department stores,
700,000 monthly). In ad- mall-based specialty store chains, the mass market and
dition to fans, many of the mid-tier chains, toy stores, children’s stores, surf and skate
enquiries are from retailers shops, Goth and ‘head shops,’ the travel and hospitality
around the world eager to industry, Halloween chains, high-end specialty boutiques,
tap into the Skelanimals
phenomenon. E-mails
streaming in from stores
in Europe, Asia, Central
and South America rave
“I LOVE the cute Skelani-
mals,” “Your product is just
outstanding,” and “I see in-
finite possibilities for this
brand!” In the week following MAGIC, Art Impressions
fielded requests from some 250 retailers of all types.
Feedback from the show floor is more evidence of the
brand’s far-reaching appeal. “Every single retailer that came
through our booth went completely nuts!” says Cindy
48
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