Mizz clothes start IPC branded goods drive

IPC Magazines’ teen title Mizz is to be extended into a range of clothing as part of a branded goods push across IPC titles.

IPC Southbank division has struck a licence deal with clothing company WW Group to produce a range of underwear, nightwear, casual wear and accessories.

The licensee will arrange retail distribution for the range, but it is thought fashion outlets such as Top Shop are being targeted.

The Mizz brand has already been extended into body sprays which are sold in Superdrug, and watches which are stocked by Argos and Index outlets.

The brand extension programme for Mizz has been developed by IPC’s merchandise licensing division, which was set up in January last year.

IPC’s Home & Gardens magazine is extending into a product range for the first time with items including bedding, fabric, glass, china, lighting, mirrors and soft furnishings through a licensing deal with Copco International.

Distribution for the Home & Gardens range has yet to be finalised, but head of IPC merchandise licensing Agnes Kelly says: “If everything goes according to plan, we expect to see the range instore from the start of 2001.”

Kelly says IPC is considering selling the product ranges through the women’s portal site being developed by its new media arm IPC Electric.

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