WORDS BY Emily Fowler
For a cartoon cat, Pusheen has a lot of fans, and not just teenage girls. If you’ve never heard of Pusheen, she’s a cuddly, chubby grey tabby cat, created by US artists Clare Belton and Andrew Duff. Pusheen branded products have just arrived in the EU, and UK agency Fluid World is the official agent for the brand’s licensing programme.
Pusheen was originally part of Claire and Andrew’s webcomic ‘Everyday Cute’ (launched in May 2010), which depicted a couple based on the artists themselves, along with their dog named Carmen and the lovable Pusheen the cat – based on Claire’s childhood cat of the same name. The real life Pusheen (named after ‘puisin’, the Irish word for kitten) was adopted from a rescue shelter by Claire’s family when she was young, so today’s Pusheen is a great advertisement for rescue pets!
How the brand was adopted
The popularity of Pusheen as a character soon meant that she needed her own platform, so a separate Pusheen blog was launched in 2011, and remains popular to this day (www.pusheen.com), with a book (‘I am Pusheen the Cat’) and a range of Pusheen GIFs on Facebook Messenger added in 2013. Pusheen was soon adopted by social media users to express their own emotions via the medium of a chubby grey cat that LOVES food, and why not? In fact, current statistics show that a Pusheen GIF is sent via Facebook Messenger over 14 million times a day. If you want to wish a friend a happy birthday, there’s Pusheen with a birthday cake and party hat, or if you want to express weariness, there are a couple of different snoozing Pusheens to choose from.
Pusheen branded products
With that kind of popularity, it’s no wonder that major retailers are getting in on the Pusheen obsession.
Pusheen branded products are becoming available from selected retailers (including John Lewis, Clintons, ASOS, Claire’s and Marks and Spencer) this year, and although pet accessories and food are not yet being produced (although are currently in discussion), Pusheen is so popular among pet owners and non-pet owners alike that it’s definitely something worth looking at in terms of stock. The areas that products are currently available in are:
Paper & Stationery: including stickers and stationary sets.
Gifting: including coasters, mugs, water bottles, clocks, hot water bottles and air fresheners.
Party: including balloons, bunting and disposable tableware.
Health and Beauty: including nail art, bath fizzers and bath sets.
Clothing: including pyjamas, t-shirts, dressing gowns and onesies.
Accessories: including purses and bags, phone cases and slippers.
Food and Food Gifting: including marshmallows and Easter eggs.
Home: including cushions.
There are a number of different opportunities when it comes to Pusheen branded products.
Even if you currently only stock products and accessories that are directly related to pets and pet care, now might be the perfect time to consider branching out to other ranges that appeal to animal lovers both old and young.
For licensing opportunities contact Angeles Blanco (firstname.lastname@example.org) or Sarah Fletcher (email@example.com).