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Futurity Brands appoints MDR Brand Management to leverage the iconic Paul Frank brand

Futurity Brands appoints MDR Brand Management to leverage the iconic Paul Frank brand

Following Futurity Brands’ acquisition of Paul Frank, MDR Brand Management has been appointed to build on the humourous, iconic and trusted legacy of Paul Frank and elevate its celebrated global appeal. The partnership with MDR begins in South East Asia, Korea and India, with a mission to bring new best-in-class licensing partners, re-energise the brand to capture Paul Frank’s original fans and appeal to the next generation of teens and young adults.

Known for its nostalgic bright colours, quirky humour and the iconic Julius the Monkey, the Paul Frank brand has been creating smiles and bringing whole-hearted sincerity to its fan base for over 25 years. Moving forward, Futurity will be working with Paul Frank himself (the American artist and fashion designer) to introduce new characters. MDR has identified strategic product and experiential opportunities, brand partners for curated special editions and retailers to introduce the brand to the Indian market and re-shape Paul Frank’s longstanding presence in Asia.

Daniel Avener, CEO of MDR Brand Management, said: “We are so pleased to be working with Futurity Brands on their new journey with the brand. The characters are evergreen, iconic and have real values and emotions to share, giving way for creativity, fun and strong associations to important global topics such as environmental consciousness, female empowerement and self love.’’

Stan Wan, CEO of Futurity Brands added: ‘’Through our recent acquisition of Paul Frank, we intend to connect with current and future fans in a more meaningful way. We felt like MDR perfectly understood our mission and goals and has the experience and local footprint to help us build a fresh brand extension program for the enjoyment of generations to come.’’

About The Author

Rebecca Ash

Rebecca is the Editorial Director at Total Licensing Ltd. She can be reached at becky@totallicensing.com

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