Precious Moments is expanding its licensing program through a slate of new partnerships aimed at driving growth across key product categories.

Represented by The M Zone since January 2024 as its North American licensing agent, the brand has signed several new partners, including LA Rocks (fashion jewelry), Concept One (fashion accessories), Tai Apparel (apparel), Blank Tag Co. (waterproof stickers) and collaborations with contemporary fashion brands Madhappy and Samii Ryan. Enesco, whose renewed partnership with Precious Moments was announced late last year, continues to forge an exciting path forward for the brand. Penguin Publishing will also expand the brand’s publishing program.

Founded nearly 50 years ago by Sam Butcher, Precious Moments began with charming children’s illustrations and grew into a globally recognized brand. Its signature teardrop-eyed figurines and heartfelt messaging have made it a timeless symbol of love, hope, and connection, resonating across generations.

The new product lines, set to launch later this year through early 2027, will feature Precious Moments’ classic artwork, drawing from a vast archive of thousands of original images that reflect the brand’s nostalgic and wholesome aesthetic.

Jeff Fradin, Co-President of The M Zone, said:

“We’re excited to partner with top-tier companies to deliver a highly sought-after product range to fans across the U.S.. These collaborations will introduce new ways for consumers to engage with Precious Moments in their everyday lives while expanding the brand into new and relevant categories.”

“Sam Butcher’s artwork has found a place in millions of homes worldwide,” added Tricia Coleman, Vice President of Marketing and Licensing at Precious Moments. “Today’s consumers are rediscovering the brand through a sense of nostalgia and emotional connection, and we have even more exciting collaborations and partnerships coming down the pipeline that we can’t wait to share. It’s an exciting time for Precious Moments, and the best is yet to come.”

The new partners join an extensive licensing roster that includes Aurora (plush), Bentex (toddler and girls’ apparel), Jay Franco (home), Thomas Nelson (publishing), Ripple Junction and The Forecast Agency (apparel), and Personalization Mall (personalized gifts). Additional partners include Sweet Peas (lifestyle apparel), Wildflower Cases (mobile accessories), Direct Checks and Harland Clarke (checks), and Galway Decor (outdoor décor).

Precious Moments maintains a strong retail footprint, with licensed products available in more than 30,000 stores nationwide. The brand reaches over 40 million consumers annually through email marketing, attracts more than 1 million website visitors each year, and distributes 12 catalogs annually to over 1.2 million consumers, including a dedicated licensed merchandise edition.