Lately, Lily: A New Imaginative Brand for Girls


memBrain Licensing, a Beverly Hills -based licensing and brand marketing firm, has been selected by Lately, Lily, an insightful clothing brand for girls ages 2-6 based on The Traveling Girl, Lily and her global adventures, to expand the popular brand worldwide with new product categories and media opportunities.

With a mobile app launching later this year and three (3) titles in the works with Chronicle Books, the brand has quickly evolved from apparel into interactive and entertaining content. In partnership with memBrain Licensing, the brand plans to expand into a wide range of complementary product categories in 2013 including apparel, accessories, stationery, room décor and more.

A favorite with celebrity moms, Lately, Lily launched successfully in 2012 as a range of t-shirts and accessories for Girls Ages 2-10. Themed each season around a travel destination, Lily'??s travels have taken her young fans from the mountains of Peru to the snowy world of Iceland and will find her in Paris for Spring 2013. With each product featuring a label about the season'??s featured destination, fans of the brand get to discover the world through the eyes of a curious and whimsical friend.

Created by author/illustrator Micah Player (former Creative Director of Paul Frank Industries) and apparel designer Erin Nichols,Lately, Lily follows their starring character, Lily, as she travels the world with her jet-setting parents. Together with her best friend Zeborah, a stuffed Zebra from the London Zoo, and her Sunny Yellow Suitcase, Lily captures the delightful sights and stories of adventures in her notebook '?? giving her fans the chance to discover where Lily is'?¦lately.

"The Lately Lily world is our world, through the eyes of an imaginative and adventurous kid. It'??s like the hundred acre wood turned inside out. Lily investigates, she explores. She listens and meets new people. She's writing her own story across this real place." said Player, co-creator of Lately, Lily. '??Working with Jennifer and the team at memBrain will give us the opportunity to connect that story to product in totally new and meaningful ways.'?

'??The world is filled with endless inspiration, Lily allows us to take that inspiration and curate it into whimsical stories for kids. Those stories are then crafted into thoughtful, custom designed tees. Buying a Lily tee is much more than just buying a piece of clothing, it'??s a complete experience.'? said Nichols, co-creator of Lately, Lily. '??With the help of memBrain, we are excited to reach new fans and friends of Lily through new products and retail destinations.'?

Jennifer Sullivan, President of memBrain Licensing, said of the partnership, '??Lately, Lily'??s fascinating and colorful world offers limitless inspiration for a wide range of products for girls. We believe that Lily'??s universe provides the perfect inspiration for a select range of products from apparel to luggage and everything in between!'?

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Momtrends was not paid for this post. We were given samples.

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