Brand Extensions Russia announces major kimmidoll deal BRANDORA Editorial Staff - December 2013

 
Academy Group, a leader in licensed stationery, will bring brand to thousands of outlets

Brand Extensions Russia has announced a major stationery agreement with Academy Group Ltd, a Russian leader in the licensed school stationery market, for the kimmidoll brand. The deals cover Russia and the CIS. kimmidoll output will target the back-to-school market for school children and young adult students.

The planned product ranges will include branded paper, school stationery supplies and bags and backpacks. They will be available from July, 1st in a wide range of stores and retail chains across Russia and the CIS. A high level of awareness of the brand in the region will benefit further from Academy’s reach, which extends to over 3,500 outlets. Described as “collectable dolls expressing 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, home-wares and giftware.

Since 1995, when it launched as a publishing house, Academy has grown until today it has an unrivalled reputation in the Russian stationery market for providing its customers with high quality merchandise highlighting some of the world’s biggest brands — over 45 to date, including Disney, Mattel, Hasbro and DreamWorks.

Tatiana Smirnova, Head of Licensing, Academy Group Ltd of Academy, says: “kimmidoll is one of the world’s best-known brands and, thanks to BER, has now reached Russia where it can both expect a strong response in numerous categories. We are thrilled to have the chance to bring our experience in the licensed school stationery market to this major name.”

Marina Semenikhina, Licensing Manager, BER, says: “kimmidoll is a major brand with vast potential in Russia and the CIS. But strong brands need a strong local champion with a respected name. Academy’s reputation for outstanding design, marketing and distribution makes it an ideal partner in this market — for both kimmidoll and BER.”