Betty & Veronica get some retail therapy

Tuesday May 4 2004

Upmarket apparel and accessory lines for Archie’s girlfriends

Archie Comics Entertainment has launched a licensing programme for its classic Betty & Veronica characters which has seen licensees snap up the key apparel and accessories categories almost immediately.

The launch comes ahead of a live action film featuring the high school girls who have been fighting for eternal comic book teenager Archie’s affections for more than 60 years. The theme of the initial Betty & Veronica licensing program is 'Are You a Betty or Are You a Veronica?' Betty represents the popular girl next door, while Veronica stands for a more glamorous, sophisticated type.

The Betty & Veronica apparel line capitalises on several of today's key trends, blending a Retro 80's look with the comic book characters and trendy, fashion-forward styling. Betty & Veronica product will debut exclusively at popular trendsetting retailer to the stars, Kitson, on Robertson Blvd in Los Angeles this August, before moving on to upmarket boutiques across the USA

The initial roster of Betty & Veronica apparel licensees includes Van Mar for women's sleepwear, loungewear and daywear; Briefly Stated for men's sleepwear, loungewear and daywear, Freeze for juniors' sportswear, Bejeweled for women's and juniors' embellished fashion tops, Isaac Morris for boys' and girls' sportswear and active wear, Wish Licensing for Juniors' fashion tops, Joe Blow Tees for women's and men's t-shirts, and The House for juniors' fashion tops.

Accessory licensees include Lazy Susan for glassware, Accessory Network Group for bags, leather goods, stationery, Fantasia Accessories for hair accessories, headwear, belts and costume jewellery, The Italia Collection for charms and charm bracelets, Added Extras for cosmetics and bath and body products, Graphique de France for calendars and note cards and Capo for adult sunglasses.

Michael Silberkleit, chairman of Archie Comic said: "Licensees are recognizing that Betty & Veronica represent the perfect response to the market's demand for trendy, fashion forward fun product. The rapid acceptance of this significant franchise by blue chip licensees within the apparel and accessories categories bodes well for the roll out of other categories of product."

Steve Herman, vice president of licensing for Archie Comics Entertainment, said: "For over 60 years, Betty & Veronica have represented the ultimate in fashion. We are pleased to help bring their fashion sensibilities to life.

"Each of the licensees shares a tremendous amount of enthusiasm for the upcoming Betty & Veronica event and the upcoming seasonal roll out of product through all channels of distribution. Retailers who have had a sneak peek at the line have reacted with similar or even greater enthusiasm.

"They expect that sales of this trendy fashion forward line will continue to build as channels of distribution broaden, new categories of product are introduced, and the movie nears."

Ross Misher, president of Brand Central, licensing agent for the property, said: "We pursued the best-in-class manufacturers in each product category and invited them to join the program. The response was overwhelming due to the on-trend, fashion forward artwork, the high awareness and retro appeal of the characters and, of course, the support Archie Comics and Miramax Films are putting behind this property.

"We will shortly announce new partners in other key product categories ranging from domestics and toys to food and social expressions."

The Archie characters first appeared in an Archie comic book published in 1941. Miramax Films and Archie Comics Entertainment have teamed up to co-produce a major live action theatrical motion picture based on Betty & Veronica.