TOTAL LICENSING
Celebrating in Style Continuing to forge ahead through the pandemic, Withit are pleased to announce that a retail partnership with HMV will see a bespoke range of 6 retro t-shirts each featuring iconic character designs being sold online this summer. Produced by licensee Heroes Ltd, the tshirts are available in on-trend colours in a host of finishes to appeal to both a new generation of Withit fans and those already familiar with the brand and its history. “This has been a challenging time for everyone” comments Brad Caines, Creative Director at Withit Studios. “However with Val Fry at CentaIP we’ve been able to create this exciting new collection as a direct to retailer deal. As online sales continue to dominate and the high street looks to recover from its drop in footfall, we have refocused our efforts on reaching our consumers at home.The famil-
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iar character-based designs are bigger now in order to stand-out online with new distressed or solid print options, certain to appeal to different tastes among the HMV customer base.”
Celebrating their 30th year in 2021, Withit started in 1991 selling its designs on t-shirts before moving into licensing. Bringing back these refreshed designs to capture that retro vibe is bang on trend. To support the relaunch, Withit will work closely with Norton PR to actively engage with a number of social media influencers as a fast and effective way to re-engage with its customer base. TikTok will help bring apparel to life along with Instagram reaching a huge and diverse follower base and tapping into current social trends to amplify the campaign. The next big addition to Withit is its premium quality range of fashion bags for 7-12 year old. Cheeky Monkey and Glamour Puss ranges will be introduced later this year and consist of 8 different bags:- backpack, courier bag, X-body bag, tote bag, phone case bag, bum bag, coin purse and a pencil case/ makeup bag. Developed in conjunction with the company’s partners in Hong Kong, SNB Bags, these are the first two character designs to be released with others currently in devel-
opment. Cheeky Monkey is a denim focused range with patterned quilting and high detail foil vinyl finishing on the face design. Bold yellow straps combine with the matching name print with holographic foiling. Glamour Puss offers full-on bling with rose gold shimmer vinyl, gold glitter sunglasses with mirroring good enough to reflect your face. Withit Company Director, Dolph Zahid believes that “the quality is carried throughout the bag ranges to the minutest detail – even down to the branded zip pulls - so this range really sets a new level for Withit in terms of high calibre production.” Withit can also announce it has been actively involved with the Charity “Girls Out Loud” for whom it is creating a range of silver charms in conjunction with BluGoblin. Focused on empowering 8-15 year olds, the charity has instigated a number of programmes and workshops to build confidence in girls. Tracey Richardson from BluGoblin believes that “the charity is a great fit for both sides as Withit has always appealed to this demographic and its simple word play brand will be a winner on the new charms.” For more information go to girlsoutloud.org.uk To link all its new ranges and branding together, Withit has been busy creating a new, interactive and multifunctional website to support the brand and enable fans to really engage and learn more about the many characters and personalities across the Withit ranges. The new site, www.withitworld.com is designed to be used on mobile phones, where the Withit audience live, play and communicate. Packed with quizzes and insights into the characters’ likes, hobbies and best friends, the site aims to appeal to a younger audience, giving them ownership and control over how they interact and engage with the brand in their own safe Withit online space.
