Disney is extending its on-going partnership with UK-based Mad Beauty to bring licensed cosmetics to teens and adults across EMEA.
The British health and beauty firm has seen domestic sales and listings soar in the past two years, driven largely by its Never Too Old For range of licensed lip balms, face masks and other beauty essentials – of which Disney brands forms a major portion.
Products include Little Mermaid hair masks, Donald Duck wash bags, Lion King sleeping masks and a special edition Mickey Mouse lip balm, launched as part of the Disney icon's 90th anniversary last year.
Now Disney and Mad Beauty will team up to expand the products beyond UK shores to the rest of Europe, the Middle East, Africa and Israel.
Samar Selby, Senior Commercial Manager, Health and Beauty at The Walt Disney Company, says: “Mad Beauty have been a pleasure to work with in the UK. They have collaboratively grown our licensed business within the teen and adult consumer segment. They continue to bring fun, creativity and innovation to the category for Disney. We are so excited to be able to expand that now across the globe, where a clear demand for this product also exists.”
Trevor Cash, Mad Beauty MD adds: “Our Never Too Old range for Disney has been a huge success in the UK with listings in most of the main high street and online retailers. As a result we are delighted that Disney have recognised that our designs will have a much broader appeal so they extended our contract to include the whole EMEA region.”