26 Oct 09
Lisa Marks Associates Announces
Master Apparel Partner for Scarlett & Crimson in North America
NEW YORK October 26, 2009— Licensing agency Lisa Marks Associates, Inc. (LMA) has signed on industry giant Jem Sportswear and Awake, Inc. as the master apparel partner for the Scarlett & Crimson brand. This follows LMA’s recent announcement of its partnership with U.K. creator Coolabi to create a Scarlett & Crimson licensing program in North America. LMA plans to launch the consumer products program back-to-school 2010; in addition to apparel, the Scarlett & Crimson program will include accessories, cosmetics, gifts and stationery, social expressions, toys, software and video games, publishing, and more.
Spearheading the launch, Jem Sportswear and Awake, Inc. will create a contemporary line of Scarlett & Crimson girls, tween and junior T-shirts, sweatshirts, dresses, tunics and bottoms. The line, which will include a number of print applications, fashion bodies and specialty washes, launches back-to-school 2010.
"We are thrilled to be working on this program with LMA and building a lifestyle around Scarlett and Crimson", said Randi Kagan Spieker, Vice President of Marketing & Licensing at Jem Sportswear and Awake, Inc. Jem Sportswear and Awake, Inc. is known for its high-quality, fashion-forward apparel, and their reputation in the entertainment industry has led to partnerships with such companies and brands as Disney, Hasbro, Fox, twilight, Coke, Nickelodeon and Warner Brothers.
“We are excited to have such a strong and innovative company as Jem Sportswear/Awake as our master apparel partner to anchor the Scarlett & Crimson program,” said Lisa Marks, president of LMA Inc. “Teens and tweens will love the fresh styles emanating from Scarlett & Crimson’s creative and original approach to life!”
Touted as one of the 2009 “Trends to Watch”, new sensation Scarlett & Crimson is a fashion, design-driven property that stands out among recent tween/teen girls’ properties with its themes of friendship and individuality and positive messages, including “be your own scene”.
Scarlett & Crimson are loyal best friends who play in a rock band, blog on their own website about conquering fears, and are devoted to independent thinking over the superficiality of appearances. They are trendsetters and epitomize self-expression and non-conformity in everything from their mischievous attitude to their vintage rock fashion sense. Strong individual style, deep friendship and inclusiveness characterize the Scarlett & Crimson brand.
With the new apparel program, multimedia launch, and publishing and cosmetic deals already underway, Scarlett & Crimson are poised to hit the U.S. market.
Multimedia launch, original music and strong established programs
Fans can step into Scarlett & Crimson’s multimedia world of self-expression and non-conformity through an interactive website, social network, original music and book series.
For an immersive digital experience, scarlettandcrimson.com visitors can create avatars, meet in chat rooms, get fashion and beauty tips and build and customize their own tracks in the built-in music studio. Scarlett & Crimson's band DarqStarz is releasing original music in the U.S., including its first two singles, “Be Your Own Scene” and “Welcome to the Darq”.
Scarlett & Crimson is at the center of a new series of 16 illustrated chapter books from Simon & Schuster, which launched with two titles summer of 2009, DarqStarz Rising and A Light in the Darq. With drawings inspired by Scarlett & Crimson designer and creator Ged Backland, the stories appeal to a tween/teen age group, centered around supportive best friends balancing their own interests and individuality while exploring the themes of self-discovery, friendship, integrity and growth. The warmth, intelligence and substance of Scarlett & Crimson directly appeal to the tween and teen girls’ mindset.
Inspired by Scarlett & Crimson's positive image and great messages, Ruby Hammer and Millie Kendall, cult beauty icons and creators of the Ruby & Millie make-up brand, launched a comprehensive Scarlett & Crimson cosmetics line in September 2009 at Boots in the UK. Specifically created as an introduction to makeup, Ruby & Millie’s line encourages self-expression and a sense of personal style.
Notes to Editors:
Coolabi specializes in the ownership, development and creative management of high quality children's and family brands and intellectual property. The current portfolio includes Scarlett & Crimson, Bagpuss, The Clangers, Purple Ronnie, The Large Family, King Arthur's Disasters and Poppy Cat. In addition Coolabi also licenses rights to selected brands, including Hammer Film Productions. For more information and a background on the company visit www.coolabi.com.
About LMA, Inc.
LMA is a creative, full-service Licensing and Marketing Agency, focusing on strategic brand building and long-term revenue generation. LMA is unique in bringing clients innovative licensing expertise from the world’s leading entertainment companies and marketing service agencies to develop powerful, cohesive, turnkey licensing programs. Based in New York, LMA consists of a coalition of experts and industry leaders in the fields of Licensing and Merchandising, Creative Development and Design, Product Development, Retail Business Development and Multimedia Brand Extensions. For more information, please visit www.LMA-Inc.com.
About Jem Sportswear and Awake, Inc.
Founded 38 years ago, JEM Sportswear is a leading manufacturer of knit tops to many top quality name brands. JEM has 5 distinct business divisions: Men’s and Boys’, Women’s, Juniors’, Girls’ and Private Label. Through strategic licensing and a commitment to product design and quality, JEM is a powerful force in the industry. In late 2000, JEM expanded into the women’s business through its affiliate Awake, Inc. Awake, Inc. was launched to provide fashion, quality tees for women. Awake has enjoyed success in the women’s market with their super-soft, vintage tees and has recently expanded into Girls’ market with their brand Awake Couture Girls. Together, JEM and Awake have created a new category in the market by combining fashion tees with nostalgic brands which are sought after by celebrities and consumers throughout the US.