U.S.-based licensors of classic characters are making inroads into the Chinese market by forging deals with fashion-forward retail operators.
Three examples announced in the last month illustrate the trend:
- Twentieth Century Fox paired with Her-Chain Clothing, a multibrand retailer, and HongFang Group to open Simpsons flagship apparel stores across the country.
- King Features and its agent Global Brands Group partnered with the women’s apparel brand Five Plus to launch Betty Boop clothing in 1,000 Five Plus stores, as well as online and in shop-in-shops in other retail chains.
- Saban allied with Grand Union International Trading Company, with the latter serving as the master licensee and retailer for Paul Frank in China, Hong Kong, and Macau. Grand Union is expected to add 500 Paul Frank retail stores to the 100 that are already in place in China, as well as opening a chain of Paul Frank cafés.
Each of these deals is unique in its details, but together the three initiatives demonstrate the important role fashion retail can play in raising the profile of classic character properties in mainland and greater China.
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