Genius Brands International and its subsidiary A Squared Entertainment are partnering with licensee Thread Collective to expand the Psycho Bunny apparel brand into new categories.
Thread Collective will create a line of men’s outerwear under the brand for the global market. Licensing agent Sheldon Nutkevitch, president, Brand Appeal, brokered the deal on behalf of Thread Collective.
“Outerwear is a key category in our strategy for expanding the Psycho Bunny apparel program, and Thread Collective has a stellar reputation for its ability to identify market trends and to merchandise the right product at the right price,” says Stone Newman, president, global consumer products, GBI. “We will offer fans of the brand a new collection featuring season must-haves while maintaining the authenticity of the Psycho Bunny brand.”
Psycho Bunny outwear will debut at high-end department and specialty retailers in fall 2016.
"Psycho Bunny has truly captured and captivated men looking for classic product with a contemporary edge, and we are excited to have formed this partnership with Genius Brands and the Psycho Bunny team to build the outerwear category globally,” says Alen Brandman, chief executive officer, Thread Collective. “And we look forward to launching the collection utilizing design details drawn from our extensive experience of making premium outerwear.”
GBI will look to add additional partners and expand the brand further into categories such as active and athleisure, bags and luggage, women’s and children’s activewear, accessories, fragrance, electronics and more worldwide. The brand's licensing program is already well established in North America, with licensees such as Apparel Partnership Group, Zeon America, Idea House, Leg Resource, S3 and JRM all on board for a robust range of products.