Bang on the Door’s girls’ property celebrates 30th Anniversary next year.
2018 marks the 30th Anniversary of Groovy Chick, which was created in the 90’s by design studio Bang on the Door. The brand was a success at retail, attracting 80+ licensees, and was widely acknowledged as a phenomenon in the UK licensing industry, generating a multi-million pound business across multiple product categories.
The re-launch of this nostalgic girls brand will focus on a two-tier licensing strategy that will target both the original audience, now in their 20’s, and the core 4-9 girls’ age group. For the original millennial generation, the creative will focus on the recognisable Groovy Chick (with a retro twist) who was such a major part of their childhood, whilst for the younger girls, the fresh, fun and colourful new styling features Groovy Chick’s many friends, who personify all aspects of a tween girl’s busy life.
Karen Duncan, director at Bang on the Door, commented: “We are delighted to be working with DRi in the UK. There has been a considerable consumer upsurge in interest in Groovy Chick & Friends recently, and DRi have recognised this fantastic opportunity.”
Alicia Davenport, licensing director at DRi, commented: “Groovy Chick is as well loved by her original devoted fans as ever and today the brand still speaks to the hearts of girls everywhere. Groovy Chick fills a significant gap in the girls’ market and we’re excited at the immediate positive response we’ve received, and the potential for the brand.”
