Kids get a kick out of fun socks - entertainment licenses - Brief Article

DSN Retailing Today, Oct 27, 2003

Entertainment licenses are on fire right now and have helped spark novelty hosiery sales. These socks are not only blowing out in children's sizes, they are best sellers in the juniors category as well.

"We are having 30% to 35% weekly sell-throughs in our newest licensed merchandise: The results have been unbelievable," said Joey Habert, vp of hosiery for Accessory Network.

Of this updated merchandise--which includes everything from no-show foot coverings to '70s-inspired toe socks--the latest hit at Accessory Network is the company's new range of Pom-Pom Heads. Each pair features 1-inch by 1-inch plush "pom-poms" at the back of each sock. This patent pending line has reportedly been flying off the shelves at retailers from Wal-Mart and Kmart to a host of specialty chains, hot for both tweens and juniors. The company developed the line in conjunction with a plush manufacturer and a hosiery production facility overseas.

The line of Pom-Pom heads includes some of today's most popular entertainment licenses, including Warner Bros' PowerPuff Girls, MGA's Bratz and last but not least, Nickelodeon's SpongeBob SquarePants, whose expansive fortune seems to know no bounds.

Licensed hosiery bodies vary greatly, but as in generic sock categories, low-cuts and no-shows continue to sell best. Even if the character is completely hidden by the shoe, the end user knows it's there.

"After just returning from shopping in Tokyo and Europe ... the resurgence of the love of the American cartoon character is evident" said Dearrick Knupp, design director at Handcraft Mfg. From a range of items from thigh highs to traditional anklets, "We are expecting positive responses from stores, including Hot Topic and Claire's."