DIC Pinches Penny Brite

After hitting the jackpot with classic girl brands such as Strawberry Shortcake, Eloise and Horseland, DIC Entertainment is now eyeing Charisma Brands’ wholesome retro line, Penny Brite. DIC’s exec VP of global sales Kirk Bloomgarden announced today at the Licensing Show in New York that DIC is the new international licensing agent for the brand.

DIC is set to create two merchandising programs for the re-launch of Penny Brite, including a classic retro line targeting girls and collectors, featuring apparel, publishing, music, gifts, novelties and more. The Burbank-based entertainment outfit will also launch a home entertainment program that will be supported by a major licensing initiative across major categories, including toys, apparel, interactive, health and beauty, back-to-school and more. DIC will seek partners at the Licensing Show and anticipates launching the Penny Brite classic retro line in 2009 with a home entertainment and merchandising push in 2010.

Penny Brite was first introduced in the 1960s by Deluxe Reading/Topper toy company, tragetting mothers who wanted to introduce fashion dolls to their daughters that had a more wholesome appeal. Based in Irvine, Calif., Charisma Brands include Marie Osmond, Kenneth Jay Lane-Jewelry’s Living Legend, Nolan Miller, Dennis Basso, Lunch At The Ritz 2 Go, Francesca Visconti, Bob Mackie, Kewpie, and Whispering Willows. The Company’s products can be found on QVC, specialty retail stores and catalogs. For more information, visit www.charismabrands.com or www.dicentertainment.com