Popular collectable doll brand signs major deal with fast-growing new company

Brand Extensions Russia JJP, the fast-growing new joint venture licensing company for the Russian market formed by JELC and PJB Brands, has been appointed to licence the popular collectable doll brand kimmidoll in Russia and the CIS.

Described as “collectable dolls expressing life’s true values”, kimmidolls are not just contemporary decorative and collectable dolls but also part of a Japanese cultural institution that has existed for over two centuries. Combining these traditional and modern creative sensibilities, the kimmidoll brand and characters are already well known in over 50 countries. kimmidolls have inspired not only a fanatical following among doll lovers of all ages but a market in related products such as stationery, fashion products, homeware and giftware. In addition to the more mature classic kimmidoll collection offering, there are also kimmidoll junior for young children and kimmidoll love for young tweens. In 2013 plans are underway for the release of a further two sub-brands, kimmidoll baby and kimmidoll wisdom, which will complete the brand’s conceptual platform.

Brand Extensions Russia was formed in December 2011 by JELC, a respected agency with many years' experience in developing and managing global licensing programmes, and PJB Brands, a major name in the Greek licensing market. The partners jointly bring over sixty years of licensing experience to one of the world’s biggest and most exciting markets.

Damien Kenny of the Aird Group, says: “kimmidoll has already become a must-have collection and brand in many territories worldwide and as licensing opportunities expand in Russia and the CIS we are keen to find the right partners to bring kimmidoll to this exciting market. Brand Extensions understands the market, the brand and the enormous potential of both. We’re delighted to be working with them.”

Jane Evans, Director, Brand Extensions Russia, says: “The potential of the kimmidoll brand and characters is very strong in Russia and the CIS, a market that is certain to be very receptive to this high quality, unique and beautiful brand. Bringing the kimmidoll collection and its associated licensed output to this vast market is just the start of what we believe will be a long and very fruitful presence in Russia and the CIS for kimmidoll.”