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Jun 18, 2010 0

Bennett Branding to Lead Licensing Efforts for Pawparazzi Pets Brand

Noodle Head, Inc. has retained Sharon Bennett of Bennett Branding to represent its Pawparazzi brand and oversee its licensing program.

Pawparazzi pets began as a line of collectible plush pets with funny celebrity personas carried in unique couture purses. Girls intensely follow the pets in a spoofy celebrity magazine and online. The company responded to viral demand for play accessories, clothing, and a Fan Club that sends members gifts, newsletters, and special offers. Planet Pawparazzi, an innovative interactive website, will debut in August.

The line is selling at specialty retailers including Barney’s of New York, Kitson, and FAO Schwarz. It is also appearing in Barnes and Noble and other mid-market retailers and catalogs, and will be featured on QVC in October.

An integrated licensing and merchandising program for the Pawparazzi brand and its world of tween pop-culture is underway and will include a complete line of merchandise and brand extensions such as publishing, interactive, apparel, accessories, social expression, home décor, and entertainment.

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