Company will create a range of scented cards, wrap and gift bags.
Gemma International has secured a deal with MGA Entertainment for its new collectables brand, Num Noms.
The company will be creating a range of scented cards, wrap and gift bags featuring the colourful Num Nom characters.
The brand – which launched at Easter – mostly appeals to girls aged five to 10. The ‘Nums’ are the scented outer characters, while the ‘Noms’ are the inner, hard-shelled characters that are either motorised or feature a lip gloss or ink stamper.
Gemma’s licensing executive, Thalia Clare, feels confident the brand will translate well across the Gemma product offering.
She commented: “The trend for collectables is big business at the moment, particularly for girls properties, and we are excited to welcome Num Noms to the Gemma portfolio. The characters are adorable.”
MGA Entertainment’s senior director, licensing EMEA, Tina-Louise Foster, added: “Num Noms are the most sought after gift right now, and we’re delighted to have Gemma International join the party.”
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