TOTAL LICENSING
Very Withit!
Withit is expanding the brand on an international
level while retaining its core ‘Britishness’
Withit is evolving the brand signifi- Middle East bringing massive brand products.
cantly, with a new line for the USA awareness to include a TV advert to Withit has exhibited for the past four
focusing on unique ‘Britishness’ that be launched in Spain. To capitalise on years at the Kazachok Licensing Fo-
proves popular in America. the promotion Claire’s Accessories rum in Paris where MJA Licensing
Capitalising on the ongoing Cool Bri- will be launching a range of Withit represents the brand. Success stories
tannia movement, Withit has created stationery and bag products to be in include clothing in High Street retail-
a new design direction of red, white store by August across the European ers as well as hypermarkets, foot-
and blue, to symbolise the colours market. wear, bedding and stationery. ArtAsk
of the British flag, and bring Withit’s Jane Evans Licensing, who has repre- Agency in Spain is working closely to
presence to an international platform sented Withit over the past 6 years, ensure the promotion successfully
as a very British company. helps develop brand strategy and im- translates into licensed product fo-
The Red style features typically red plementation across Europe. Working cussing on a clothing range now being
items that one might find in London directly in the UK with Blues Cloth- presenting to the country’s retailers
including red buses, red phone boxes ing to develop apparel opportunities from Inditex to
as well as traditional London icons and Silver-Knit for nightwear and El Corte Ingles.
of black taxi cabs and road signs. The underwear Withit is building a pro- German agents,
White style looks at the British music gramme in these categories. For the g-l-a-m, has se-
scene, using iconic record labels and first time over a five-year period with cured a direct to
designs and tweaking them with a play Dunnes Stores a range of matching retail deal with
on words to feature the characters in- ladies nightwear and slippers appear- C&A for ladies
cluding a play on the national anthem, ing in store. Henderson has recently nightwear which
‘God Save the Cow’. The Blue style signed for watches and clocks and launched across
looks at royalty: blue blood, Bucking- a new gifting partner, Crazy Popu- all European territories late in 2008.
ham Palace and Saville Row all feature lar Products will be launching a new Bruno Productions in Benelux is over-
the key Withit character, Glamour range at the end of 2009. There is also seeing the fourth back-to-school col-
Puss. Three characters feature in a new licensee for lunchbags, sports lection this year and clothing through
the London scenes, Glamour bottles and ceramics, DNC, who have Van Der Erve with a new agent being
Puss, Cheeky Monkey and already secured a range of Mad Cow taken on to manage the Russian and
Mad Cow. These three products on the shelves of Asda and Eastern European Markets. Last year
styles will appear across Glamour Puss in Sainsbury’s from July. Withit appointed Black and White Li-
a wide range of applications Withit now has nine agents world- censing Greece who has negotiated
including apparel and back-to- wide with seven in place across Eu- a direct to retail deal with retailer,
school. rope. Teamworks in Italy have a range Jumbo,.
This new design direction will first of clothing debuting in fall/winter, a Finally, following exhibiting at the
be on show at the Las Vegas Licens- range of stationery featuring all 16 first Dubai Licensing Show, Withit
ing Show where one of the com- Withit characters have just launched can announce its first Middle Eastern
pany’s aims is to find a US Agent in a major supermarket group, 27 de- licensee who will be launching back-
to represent the brand through its signs of umbrellas are just hitting the to-school products and clothing later
true British light. market together with hats, scarves this year with footwear, bedding and
Back in its homeland of Europe and gloves, nightwear and under- toiletries to follow. During the show
Withit has secured a promotion wear. Teamworks are promoting the in Las Vegas Withit will also be looking
with a global partner, to be re- brand through the magazine ‘Tween’ to secure a strong Agent for Brazil to
vealed in September this year, who feature one Withit character build on success in Mexico and some
across the UK, Europe and the each month and promote all licensed other regions in Latin America.
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