Artist and illustrator Dena Fishbein (“Dena Designs”) is debuting a line extension called “Happi by Dena,” a licensing deal that will include an arrangement with Sunrise Greetings to have her artwork at 15,000 post offices for Mother’s Day.
Happi, which features Fishbein’s handpainted and computerized art in colorful characters and patterns, will be featured on bubble mailers, boxes and other mailing materials. The deal was designed to coincide with the May holiday, but will be ongoing. Fishbein, who simply goes by “Dena” hosted a show called Embellish This! on the DIY Network.
The Happi by Dena collection will also include categories such as recipe books, greeting cards, textiles and baby bedding. The participating licensees are: Grant Studios (scrapbook product for the Australian market), Kids Line (baby bedding and accessories), Simplicity (home sewing projects), Sunrise Greetings (counter cards, boxes, mailing envelopes and labels for the U.S. Postal Service), Checks in the Mail (bank checks and personalized stationery), CR Gibson (stationery, albums and social books), Ellison (Sizzix die cut and embossing systems for the home crafter), Fabric Traditions (home sewing fabric), Peking Handicraft (lifestyle catalog of textiles, gifts and home dec accessories), Publications International (scrapbook kits and components), Westminster Fibers ('happi' inspired fabric collection).
The likely retail destination for products is mid-tier, said Fishbein, who envisions Happi at places such as Jo Anne’s Fabrics and Target. Alex Meisel & Co. is the licensing agency.
Dena Designs is a thriving art brand. The “do-it-yourself” style gifts and affordable projects focusing on family and home resulted in over $380 million in worldwide sales of licensed goods year to date. The brand increased revenues by 20 percent in 2008.
