Brand empowers young girls through storytelling and compelling content
Independent licensing agent Rocket Licensing has been appointed to represent the hugely successful literary and lifestyle brand Rebel Girls in the UK and Eire on behalf of US licensor and publisher Timbuktu Labs.
Rebel Girls is a lifestyle media brand on a mission to raise a generation of confident girls backed by a global audience spanning 70 countries. Through vivid storytelling, illustration and compelling multimedia content Rebel Girls encourages young women to explore, learn and dream without limits.
The book series Good Night Stories for Rebel Girls, written by Elena Favilli and Francesca Cavallo, is the foundation of the company’s mission. At its core Good Night Stories for Rebel Girls focuses on highlighting and celebrating women’s achievements, diversity, daring adventures and struggles to navigate a patriarchal world.
The series is a two-volume collection each comprised of 100 stories of inspirational women who have changed the world – from Elizabeth 1 to Serena Williams and from Nefertiti to JK Rowling. An international triumph, the books have sold over 4 million copies since Volume 1 was first published in 2016. In the UK, both volumes have remained on the Nielsen’s top 50 chart since publication and have scooped up numerous awards including Blackwell’s Children’s Book of the Year, Foyles Book of the Year and Guardian Best Book of the Year.
In the US, the brand has already inspired books, calendars, gift sets, greeting cards, a podcast, audio books and school planners, with vast potential for many more products across many more categories – all guided by the brand’s mission to “revolutionise girlhood by telling a different product story”.
In keeping with Rebel Girls’ community-driven values, Rocket Licensing’s aim in the UK is to license product that is educational, ethical and empowering. Product will be aimed primarily at girls aged 6 to 11 but the universal popularity of the books is likely to generate a strong secondary market among tweens, teens and young women, teachers and educators, and gift buyers including parents and grandparents.
Target categories include stationery and social stationery, gifts and homeware, home textiles, daywear and nightwear, accessories and health and beauty. The brand’s bedtime stories theme offers good initial product opportunities in categories such as nightwear and bedding.
Rocket aims to drive the brand through key occasions such as World Book Day and International Women’s Day, while establishing Rebel Girls as a brand with real longevity and year-round relevance. The initial roll out will be across mid-market retailers.
Rob Wijeratna, Joint Managing Director of Rocket Licensing says: “Rebel Girls is a publishing and media phenomenon, proving more than ever that there is a market for this sort of brand message and product. We’re thrilled to be representing this highly original, eye-catching and empowering brand.”