VEGAS 2011: Hearts for Hearts Girls expands

The Playmates Toys brand will now venture into publishing, apparel, interactive and more.
Publish date:

The announcement follows the appointment of Licensing Works as global agent for the girls brand.

Leslie Levine from Licensing Works said: "By extending Hearts for Hearts Girls into select categories, we strive to increase brand awareness and spread the message, 'Changing the World One Heart at a Time'."

The initial programme will focus on the publishing, interactive, apparel, accessories and home décor categories.

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Girls' market

The girls market continues to be a lucrative buy tricky sector, as toys are constantly battling against other mediums like music, fashion and gaming. Licensed properties still figure highly, but so do more interactive based toys, with even traditional plush now featuring these elements...

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