Chorion Signs Apparel Deals

LONDON/NEW YORK: New U.S. apparel deals have been secured by Chorion across its hit properties Olivia and Mr. Men and Little Miss.

H.I.S. International Group, in conjunction with Bentex Group, becomes the lead apparel licensee for the Nickelodeon series Olivia. The agreement will see the production of a range of girls’ sets and dresses. Berkshire Fashions will produce a range of kids umbrellas, rain slickers, headwear and cold-weather accessories. Accessory Innovations is to produce Olivia totes, bags, backpacks and rolling luggage. The apparel and accessories rollout will begin in spring 2010, in the lead-up to back-to-school 2010, when Spin Master’s Olivia toy range debuts across the country. Junk Food will debut a range of Olivia girls’ T-shirts based on the Olivia picture books this fall.

The Mr. Men and Little Miss brand is adding MAG Brands, a division of Adjmi, to produce sportswear for adults, juniors, boys and girls. H.I.S. and Bentex add girls’ sets and dresses to the line. A full complement of accessories, including backpacks, totes, luggage and lunch kits, will be created by Silver Goose, who will also produce infant apparel and gift sets. The range will be available at Target, mid-tier, department, specialty and boutique stores.

Robert Traub, the senior VP for the Americas at Chorion, said: “Olivia and Mr. Men and Little Miss continue to have a strong appeal in the U.S. and we are delighted to have signed deals with leading partners to launch new ranges of apparel based on our popular brands for both children and adults.”