Gifts Today magazine

DRi Gets Groovy!

DRi Licensing is excited to announce that Bang on the Door’s Groovy Chick and Friends will be joining their brand portfolio

2018 marks the 30th Anniversary of Groovy Chick which was created in the 90s by dynamic design studio, Bang on the Door. The brand was an extraordinary success at retail, attracting 80+ licensees and was widely acknowledged as a phenomenon in the UK licensing industry, generating a multi-million pound business across multiple product categories.

The re-launch of this nostalgic girls brand will focus on a two-tier licensing strategy that will target both the original audience, now in their 20s, and the core 4-9 girls age group. For the original Millennial generation, the creative will focus on the instantly recognisable and adored Groovy Chick (with a retro twist) who was such a major part of their childhood, whilst for the younger girls, the fresh, fun and colourful new styling features her many Friends who personify all aspects of a tween girl’s busy life today.

Karen Duncan, Director at Bang on the Door is excited. 'We are delighted to be working with DRi in the UK. There has been a considerable consumer upsurge in interest in Groovy Chick & Friends recently and DRi have recognised this fantastic opportunity.'

Alicia Davenport, Licensing Director at DRi, believes this is the right time to bring her back. 'Groovy Chick is as well loved by her original devoted fans as ever and today the brand still speaks to the hearts of girls everywhere. Groovy Chick fills a significant gap in the girls' market and we’re excited at the immediate positive response we’ve received and the potential for the brand. After all, girls just want to have fun!'

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