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Valero Enterprises continues Expansion of Paul Frank brand

Valero Enterprises continues Expansion of Paul Frank brand

In the past few months, Valero Enterprises has continued its expansion of the Paul Frank brand.

Valero has signed new licensees in categories including apparel, bedding, bath, accessories, sporting goods, collectibles, HBA, social expressions and tech. Valero Enterprises is looking to relaunch, revamp and reimagine the Paul Frank brand for Gen Z with the new owners Futurity Brands. 

Paul Frank, which has been a long time licensing icon, is also refreshing it’s well established appeal with the highly sought after 18-32 demographic. While attracting both existing and new customers, Valero Enterprises continues to sign top licensees in multiple categories, creating an exciting new statement for the brand. The whimsical, fun filled world of Paul Frank and it’s 150 characters including its iconic Julius the Monkey, will also be expanding into products targeting the children’s market for ages 2 – 12 in categories including toys, publishing, room decor, party goods and novelties. 

Each new collection will be targeted at these important demographics with customized artwork and designs focusing on current trends. “This is a new direction, but still very much true to the established Paul Frank brand. We are really listening to each of these demographics and creating a brand direction specific to them,” says Valéro. 

Known as one of the strongest evergreen properties, Paul Frank has an impressive 1.46M social social media following in the US alone. Additional events and promotions are planned throughout 2021 and 2022 to support the brands efforts with Paul Frank licensed products being promoted across consumer facing retail initiatives at both Forever 21 and Hot Topic. According to Susan Valero, “We are entering into a new and expansive era of what the Paul Frank brand means to the consumer public. We are thrilled to be a part of this reimagining of such a beloved brand” 

Valero Enterprises has also entered into several groundbreaking Paul Frank partnerships with top consumer brands including Heeleys Footwear, Nissan Noodles and Fender Guitars.
Current licensees include 
Apparel: C- Life Group, Mad Engine, MJC International, Silhouette LLC and Limited Edition Kids
Accessories: Aspex Vision, PF Workshop, Little Shop of Pins and Fast Forward
Home: New Sega Textiles North America and Michael Miller Fabrics
Sporting Goods: Sakar International
Social Expressions: Card Corporation 
Health and Beauty Products: Ohhy Media, Mad Engine 
About Valéro Enterprises 
Valero Enterprises is the North American Licensing agency of record. Been in business over 17 years with the CEO in the licensing industry over 40 years.
Other brands represented include Kravet Inc., Sub _Urban Riot, Members Only, Birdhouse by Tony Hawk, Lost industries, Badgley Mischka and many more.

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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