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Licensees Focus

POETIC BRANDS AND SUNNY SIDE UP CREATE “LET’S GET LYRICAL” RANGE

7 Dec - 2020

Apparel manufacturer teams up with agency to launch baby, kids and adults collection

Based upon the lyrics of well-known songs, leading apparel licensee, Poetic Brands, is designing a range of day and night wear across all ages, in collaboration with licensing agency, Sunny Side Up.

The Let’s Get Lyrical range will include all baby layette fashion daywear and nightwear; children’s daywear, outerwear, nightwear and essentials, swimwear, towelling ponchos and beach towels; adult daywear, outerwear, nightwear and essentials, swimwear and beach towels; along with hard and soft shell suitcases, luggage and bags.

Sunny Side Up Licensing represents licensing opportunities utilising some of the largest libraries of song lyrics both in the UK, and globally. The agency holds representation rights to the copyright of millions of songs with the world’s leading music publishers and delivers innovative and highly commercial products across high profile, mass market retail accounts. In the new deal with Poetic Brands, lyrics will be applied to apparel and accessories for every age group.

Music is in our lives every day. Something will happen and more often than not, a memory will trigger a song or vice versa,” comments Anne Bradford, Director at Poetic Brands. “Having worked with Michael on a number of projects over the years, we quickly started to talk when I arrived at Poetic Brands and have been developing product to share at retail throughout lockdown.

What we love about this is being able to take it from conception (maternity wear) right the way through baby, kids and adults’ apparel. The opportunities here are endless.

Michael Gottlieb, Director, Sunny Side Up Licensing, comments: “Lyrics are the poetry of our time and music has become the soundtrack to people’s lives. Sunny Side Up Licensing is delighted to be working with Poetic Brands to bring lyrics to life on apparel through what we expect to be a long partnership.”

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