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.