More Licensing Partners for GBI’s SpacePOP

BEVERLY HILLS: Genius Brands International (GBI) is expanding the licensing, merchandising and retail program for its new tween girls’ brand SpacePOP with the appointment of several North American licensees.

Madame Alexander Doll Company is on board as the new toy partner for SpacePOP and will create a line of fashion dolls and figures based on the lifestyle brand’s main characters. Additional new licensees include KIDdesigns (youth electronics, tech accessories, electronic toys) and Mad Dog Concepts (loungewear, sleepwear).

Franco Manufacturing also signed on for bedding and bath textiles, accessories and room décor. Berkshire Fashions, meanwhile, is the new partner for hosiery, headwear and cold weather accessories. FAB Starpoint will make bags, backpacks and accessories. SpacePOP merchandise will begin rolling out at retail in the U.S. this fall.

The new partners join existing SpacePOP licensees such as Taste Beauty (beauty and bath products), Bare Tree Media (emoticons), Canal Toys (craft and activity kits), Yowie Group (confections), Jaya Apparel (apparel), H.E.R. Accessories (accessories) and Sony Pictures Home Entertainment (home entertainment). Another existing partner in the publishing space is Imprint, part of Macmillan Children’s Publishing Group, which is launching a book series.

“The appeal of SpacePOP continues to fuel great demand from the licensing community across all categories, lining up best-in-class key partners for our launch,” said GBI’s president of global consumer products and marketing, Stone Newman. “In addition to the captivating characters and engaging story lines, this property fuses the passionate interest of tween girls—fashion, music, fantasy—and offers licensing, merchandising and retail partners the unique opportunity to develop an indelible association with their product or brand at the onset of what promises to be a hugely successful, fresh new brand for girls.”

“We are thrilled to partner with GBI to expand the SpacePOP digital narrative into fashion dolls and figures,” said Jamie Cygielman, the general manager and executive VP at Madame Alexander Doll Company. “SpacePOP is a fresh and exciting experience for the tween audience, and as a company with a rich heritage in quality and pop culture, Madame Alexander is the ideal partner to bring the colorful SpacePOP characters to life.”

SpacePOP launched exclusive on the YouTube SpacePOP channel on June 20 and has amassed more than 3 million views. Genius Brands International has launched several marketing initiatives, including a YouTube Influencer campaign; national promotional partnerships with Six Flags, Dippin’ Dots and Camplified; promotional campaigns with Musical.ly and PopJam; and a dedicated SpacePOP site.