Precious Moments revs up its licensing programme with Mad Engine deal

Precious Moments has announced the addition of Mad Engine Global as a key licensing partner for a full range of Precious Moments apparel and accessories.

The deal, brokered on behalf of Precious Moments by Spotlight Licensing and Brand Management, is a strong strategic partnership that aims to keep the cherished brand fresh and relevant for current fans while also appealing to new audiences who may be discovering it for the first time.

“We are thrilled to be working with such an iconic brand as Precious Moments. Nostalgic ‘feel good’ properties are in demand with our junior and young adult consumer, so we can’t wait to put our fun twist on apparel and accessories and bring it to retail,” says Cindy Levitt, SVP Licensing, Mad Engine Global.

With a brand history spanning more than four decades, Precious Moments is a widely recognised part of pop culture and the diverse range of Precious Moments products planned by Mad Engine reflects the many ways Precious Moments’ brand appeal spans generations, with products for everyone from infants and young children to teens and adults.

Shehnaz Safiuddin, Vice President, Product and Marketing for Precious Moments, says: “Mad Engine is known as an industry innovator and trend-setter. We are excited to work with their artists and designers to leverage our highly recognisable characters and storied brand history to create fashion-forward products appealing to younger consumers as well as great-looking apparel and accessories that longtime fans and collectors will love.”

Mad Engine has been granted rights to utilise iconic Precious Moments branding and art on apparel for all ages and accessories such as backpacks, caps, hats, tote bags, hair accessories, and cold weather gear. Mad Engine will sell Precious Moments products through U.S. and Canadian retailers starting in June 2022. Worldwide print-on-demand and merchandise-on-demand programmes will also be available.

Cyber Group Studios readies new ‘Precious Moments’ animated comedy series for preschoolers

Cyber Group Studios, the international producer/distributor of animated series and creator of entertainment brands for children and families, is developing Precious Moments, an animated comedy and adventure series for children ages 4–6 based on the gift industry phenomenon of the same name.

The whimsical 52 x 11-min series is created by Scott and Julie Stewart (Kate & Mim-Mim). The development plan also includes four 30- to 60-minute holiday specials.

Precious Moments follows the adventures of 8-year-old Hope and her adorable pet hamster, Sammy, as they work together to help make the children of Heartspring’s precious moments come true. With an abundance of comedy and heart, thoughtful undertones of mindfulness and plenty of fun, action-packed moments, Precious Moments features diverse characters and strong messages of inclusiveness. The series underscores the Precious Moments brand’s core values of loving, caring, sharing and kindness via stories that emphasise sharing feelings, overcoming fears and anxieties, and more.

The Precious Moments brand, best known for its signature range of collectable porcelain figurines with distinctive teardrop-shaped eyes that help celebrate milestones and special occasions in people’s lives, has been a best-selling range of the gift business for over four decades.

“We are thrilled to be working with Cyber Group Studios and a team of thoughtful writers and artists to bring the Precious Moments brand to a new generation of children,” says Shehnaz Safiuddin, Vice President of Product and Marketing, Precious Moments, Inc. “Our updated art style and entertainment content are sure to captivate young audiences while fostering feelings of nostalgia among parents and grandparents.”




Aurora World among slew of returning partners for the gifting brand Precious Moments

The gifting and lifestyle brand, Precious Moments, has renewed a slate of long-serving licensees amid a burst of new activity for the IP that spans new partners, new themes, and growth into new product categories.

According to Spotlight Licensing, the Precious Moments brand has had a successful past 15 months, over which time is has increased its retail exposure and product placements, as well as grown into new categories.

Recent renewals for the Precious Moments brand include Aurora World, who will continue to develop plush and soft dolls, Card Corporation, who has renewed the rights to market branded prepaid credit, debit, and gift cards, and Harland Clarke, who will continue to market Precious Moments branded cheque book covers.

These are joined by further renewals from and its personalised gifting options, Retail Centric Marketing and its activity books, and Zazzle and its print on demand services.

“Precious Moments holds an important place in consumers’ hearts and minds and we are pleased to reaffirm these partnerships with valued licensees who have long recognised the unique appeal and value of the brand and helped get the licensing program to where we are today,” said Carole Postal, president of Spotlight Licensing and Brand Management.

Shehnaz Safiuddin, vice president, product and marketing for Precious Moments, added: “These licensees have been an integral part of building and maintaining our evergreen brand and we are thrilled to be able to continue partnering with all of them to continue creating exciting new products for Precious Moments fans to enjoy.”