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Girl Power: Jennifur Brandt's New Lifestyle Brand

Used to doing things her own way, Jennifur Brandt is channeling her energy into a new lifestyle brand for teens.

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"We have healthy expectations for the first year," he said. "What we're bringing to the table is fashion for the masses, and I really think there is a void there."

 

Among the retailers being targeted are Target, Wal-Mart, Kmart, Sears, Mervyns and Kohls, as well as specialty stores such as Wet Seal and Gadzooks.

 

A spokeswoman for Warner Bros. Consumer Products confirmed that a formal announcement will be made later this month for nearly a dozen licensing deals that will launch Pesky Meddling Girls.

 

Michelle Sucillon, vice president of studio licensing for Warner Bros. Consumer Products, said, "We looked at the marketplace and saw a need for a tween-teen girl's property. The opportunity to tap into that demand in combination with the release of the book and a television series in development convinced us this was a property with legs."

 

"Pesky Meddling Girls is a fashion/lifestyle brand, not a character license, so it is very different from our core properties," Sucillon said. "With that in mind, we are being very cautious about the categories we are targeting, and likewise, we have been judicious with the number of licensees we bring on board."

 

Mass fashion for young girls is also something Moira knows well as a former buyer for the Contempo Casuals chain and designer for Body Glove and Cherokee. While Warner Bros. suggested the tween customer target, Jennifur said she insisted on mass retailer distribution.

 

"I was made fun of when I was young, and that has fueled everything so far that has taken me on this path," she said. "I want to empower girls who maybe don't have the means — or maybe they do — to be more creative. I want to change the things that are offered to them in mass-market stores like Wal-Mart."

 

That means disco denims to boa-trimmed tops, wholesaling from $12 to $20; fur-edged pillows, leopard-print cell-phone cases and desk gear, $6.99 to $24.99; Lucille Ball-inspired tiara-foil print pajamas, from $6 to $13; glittery belts, Day-Glo plastic jewelry and charms, $2.50 to $5.50; pink "roller derby"-inspired sneakers and rhinestone-studded slippers, $4 to $10.

 

There are slides with a bead kit for do-it-yourself decorating, and the shoe boxes can double as makeup cases.

 

"With my stuff, it's 'Please buy my product because it's going to be reasonably priced, and then do your own thing to it.' Change it, make it your own," she said.

 

Cosmetics, a natural in the Pesky Meddling Girl universe, is in the plans as proposals are explored. Asked where she'd like to see the fledgling empire go, Jennifur responded, "Martha Stewart is my idol."

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