Word of Web, the global brand management firm representing Pusheen the Cat, has appointed new agents to spearhead the Pusheen licensing programme in two key regional markets. They are Haven Licensing for Australia & New Zealand and Brand New Day Licensing for Mexico.
Haven Licensing is Australia’s leading entertainment and brand licensing agency, with a staff of 25 in offices in Sydney and Melbourne. Established in 1993, Haven has represented some of the world’s biggest brands, including Marvel, Star Wars and LEGO. Its current portfolio includes blue-chip licensors Nickelodeon, Sesame Workshop, Sanrio, Cartoon Network and more.
Led by Yolanda Gonzalez, a respected professional who has worked in sales and marketing for such companies as Procter & Gamble, Sara Lee, Cannon Industries, and Warner Bros Consumer Products Mexico, Brand New Day specializes in extending brands through the strategic and creative development of licensed products. Its brands include Mafalda, star of the enormously popular Spanish comic strip; Mejia, the witty creation of artist and illustrator Anita Mejia; the massively popular Latin American cartoon character Condorito; and wrestling franchise CMLL.
Pusheen is a cute and chubby cat who is the star blogger at Pusheen.com with a Facebook page that currently boasts more than 9 million fans and her own emoticons that are being sent more than 14 million times a day between users. Pusheen is popular with a wide demographic but has a strong audience among young adults.
Haven and Brand New Day will be building licensing campaigns tailored to their own markets and inspired by the global popularity of Pusheen. Pusheen-branded consumer products – ranging from calendars and plush to books and toys – can today be found at retailers like Hot Topic, JC Penneys, H&M, Women’s Secret, Amazon, Barnes & Noble, LPP and more. Recent additions to the licensing programme include a number of UK apparel, confectionery, toiletry, stationery and greeting cards deals.
“We see tremendous potential in our market for Pusheen,” says Yvonne King, Director, Haven Licensing. “The grassroots and adoring fan base is accelerating at a tremendous rate and the retail partners, along with Word of Web and UK agent Fluid, have secured in the UK at best in class. We have no doubt this brand will hit the ground running and become a leading trend apparel and gifting property in the back half of 2016 and beyond.”
Fuad Khan, founding director of Word of Web, adds: “Pusheen will see a major breakthrough at retail in the UK this year and we are now well positioned to bring the licensing programme to many other territories. I’m confident Haven and BNDL will enjoy a strong response from retailers in their respective markets.”