TOTAL LICENSING
even top celebrity stylists in our booth,” says Bailey. “I’ve series of Skelanimals plush. In keeping
never seen anything like it.” with the goal of maintaining collectibil-
ity, select characters from the initial line
From an international agent’s perspective, “The Skelanimals have been retired in the U.S. market;
stand was a fantastic opportunity to illustrate to potential new introductions will include an el-
UK partners, both retail buyers and licensees, how unique ephant, penguin, hippo, and chick.
the brand is,” says Rob Wijeratna of Rocket Licensing. “The
display of the range of Skelanimal products in a boutique Additionally, a huge push is expected
style was really striking - unmissable and totally unique!” for Halloween, a major holiday on the
Skelanimals’ calendar! A comprehen-
Art Impressions remains fully com- sive collection is
mitted to growing Skelanimals do- being developed
mestically, and launching the brand exclusively for Hot Topic featuring the
internationally, in independent and limited edition character Diego, a bat.
specialty markets. In the quest for Diego will be available annually, only as
growth, “Paramount in our mind is a seasonal exclusive.
the desire to preserve Skelanimals’
integrity in the minds of consum- Internationally, Art Impressions is in
ers,” says Bailey. “The brand is hip, discussions with a major conglomer-
cool, and not available everywhere. ate in Japan that has extensive expe-
It’s critical that we not compromise rience in introducing lifestyle brands
the brand’s credibility by saturating to that key market. The company is
the market.” interested in launching the brand in
boutique shops in major department stores and specialty
On the retail front, Skelanimals boutiques that debuted at stores, as well as potential free-
700 Hot Topic stores in the U.S in January are doing brisk standing Skelanimals stores, which
business, with weekly sell throughs trending in the double will be modeled after the MAGIC
digits. The leading exhibit. Art Impressions is also re-
mall-based trend viewing plans to launch Skelanimals
retailer is work- boutiques in a 200-store specialty
ing closely with Art chain in Australia/New Zealand and
Impressions to de- similar proposals from several Pan-
velop brand-new European specialty chains. Oppor-
collections for the tunities to expand into the rest of
important back-to- Asia, South and Central America,
school season. This Russia, Canada, Israel and Turkey
includes new ap- are being carefully explored.
parel, bags, shoes,
hosiery, jewelry, Underscoring the product de-
hair accessories and velopment and retail efforts is an
cosmetics as well as aggressive brand awareness cam-
school supplies and paign which features trade and
gifts such as PVC targeted consumer advertising,
collectibles. Maria guerilla marketing, and plans for promotional gambits such
Comfort, senior vice as mall tours featuring the 7-foot plush and store signings
president at Hot Topic, says “Our team is excited by the with Skelanimals creator, Mitchell Bernal.
partnership. We believe the Skelanimals property is cute
and edgy and comple- Says Bailey, “Our goal is to make Skelan-
ments the Hot Topic imals one of the most loved and adored
brand. We are looking brands in the world, while preserving
forward to continuing the qualities that make it unique and
to build the relation- successful.”
ship between Hot Top-
ic and our Skelanimals For information on Skelanimals, contact
friends.” Cindy Bailey Art Impressions Inc.
(818) 591 0105
In April, Toynami will
cindy@artimpressionsinc.com
roll out the second
www.artimpressionsinc.com
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