memBrain Licensing Strikes Deal To License Emily the Strange Kids Apparel Special Collection By Evy of California Exclusively For Target Stores
BEVERLY HILLS, Calif., Sept. 19, 2012 /PRNewswire/ — memBrain Licensing, a Beverly Hills based licensing and brand marketing firm, announced today that Evy of California, a premier manufacturer of apparel for Girls and Juniors, has been appointed to develop and manufacture an “Emily the Strange” fashion collection with a special line of Girls apparel ages 4-16 created exclusively for sale at Target stores. memBrain secured the license with Evy of California and, together with Evy, sold the program in to Target.
The debut Emily the Strange Girls for Target collection will include a collection of graphic tees available in-store and on-line beginning on September 23, 2012. The t-shirts will feature a special gift-with-purchase Emily the Strange pin that will coordinate with the shirts and a hangtag that reads “Be Yourself.” The pins will be affixed to the hangtags. This is also a landmark date for Emily the Strange as it marks the 20(th) birthday of the creation of this edgy icon of individualism.
For nearly 20 years, Emily the Strange has evolved from a niche brand with fringe appeal into a multimedia franchise with global mass appeal. Already the star of a Nintendo DS videogame, iPhone app and a series of tween novels with HarperCollins Publishers, this new apparel collection will appeal to Emily’s growing legions of kid and tween fans.
“We are proud to add Evy of California to our growing list of high quality licensees for the Emily the Strange franchise,” said Jennifer Sullivan, president of memBrain Licensing. “Evy of California designs apparel for kids and tweens that is on-trend and fashion-forward and we can’t wait to debut the Emily the Strange for Girls collection at Target next week.”
“Today’s youth understands the difference between authentically cool brands and brands that try to be cool,” said Kevin Krieser, president and COO, Evy of California. “Emily the Strange is an iconic brand that brings street credibility to girls fashion with a sassy heroine, cute cats and attitude for girls seeking alternatives to the traditional pink palette.”
The entire collection will be sized to fit the littlest strangers in Emily’s entourage -from children through tweens. The Evy of California collection marks the brand’s evolution into a premier brand for today’s independent kids and tween girls.
Created by fine artist Rob Reger and his Berkeley-based design studio Cosmic Debris in 1993, Emily the Strange has become an internationally renowned icon for individualism, empowerment and do-it-yourself style. Emily the Strange products are sold in over 50 countries worldwide, gracing a broad range of merchandise including a rock and skate-influenced fashion and accessory line as well as innovative electronics, toys, stationery, collectibles and more. The brand also boasts 200,000+ fans on Facebook.
“This new collection with Evy of California marks the beginning of a very exciting new chapter in our adventures with Emily the Strange,” said Reger, president of Cosmic Debris and Creator of Emily the Strange. “Emily will always maintain her “Be Yourself” persona, and we know that tween girl fans will be very excited to see this new collection at their favorite retailer later this month.” Emily the Strange(TM), spans from stickers, clothing, stationary, fashion accessories and more.
Celebrating the 20(th) Anniversary of Emily the Strange in 2013, memBrain is planning to rollout an expansive range of new products that appeal to Emily’s emerging tween fan base as well as a range of classic “Strange” apparel for juniors from the brand’s expansive vault of graphics and signature artwork.
ABOUT EMILY THE STRANGE
Created by fine artist Rob Reger and his Berkeley-based design studio Cosmic Debris in 1993, Emily the Strange has become an internationally renowned icon for individualism, empowerment and do-it-yourself style. Born from the San Francisco graphic arts community, Emily the Strange products are sold in over 50 countries worldwide, gracing a broad range of merchandise including a rock and skate-influenced fashion and accessory line as well as innovative electronics, toys, stationery, collectibles and more. Emily the Strange is a successful literary character, starring in her own Dark Horse Comics comic books, Chronicle Books gift books, HarperCollins teen novels and most recently, the “Art of Emily the Strange” coffee table book released in 2010. With a new Nintendo DS videogame, a skateboarding themed mobile app and a movie deal with Universal Pictures, Emily’s multi-media empire continues to grow as the brand plans to celebrate its 20th Anniversary in 2013. For more information about Emily the Strange, visit http://www.emilystrange.com.
ABOUT EVY OF CALIFORNIA
Evy of California, a premier juniors’ and girls’ fashion design house, specializes in branded collections across all retail price points. The company owns and operates 6 brands including Fleurish Clothing, a junior top and dress department store brand, California Talk, a Tween Fashion top line and Kidture, a girls’ sportswear line. In addition to managing its own brands, Evy holds the licenses for Hello Kitty, Disney Princesses and Fairies, Minnie Mouse, The Public Zoo, Teen Beach Movie, Lil Panda, Boo the World’s Cutest Dog, Justice League and several other top properties. With offices in Los Angeles, New York, Seattle, Puebla, Mexico and Shanghai, China, Evy embodies the same transparent business practices it was founded on in 1948, and design, quality and honesty are paramount.
Fusing creative energy with strategic know-how, memBrain represents global brands, celebrities and manufacturers, driving sales and building lucrative and lasting emotional connections with fans through authentic brand extensions. memBrain offers brands unparalleled access to talent, top brands and business innovators and serves as a comprehensive resource for partnership marketing, offering a wide range of services including business affairs, brand management, creative services, licensing sales, product approvals, promotional alliances, retail development, social media activation and multi-channel marketing campaigns.
Founded more than a decade ago by entertainment attorney Ken Hertz of Hertz & Lichtenstein, LLP (whose clients include Will Smith, Gwen Stefani, Britney Spears, Shaun White and others), memBrain develops and executes entertainment, marketing and media programs on behalf of leading global brands including McDonald’s, Hasbro, MillerCoors, Intel, Coty and others. Visit memBrain online at www.membrainllc.com.
Jason Magner/Sallie Olmsted
Rogers & Cowan for memBrain
310-854-8128 / 310-854-8124
SOURCE memBrain Licensing