JEM rolls out baby apparel.
Licensing News- Earnshaws March '07

Jem sportswear of San Fernando, Calif., has launched Little Jem-the company's first apparel line for the infant toddler category, which features licensed graphics from McDonald's, Coca-Cola, Harvard, Elvis and the Doors, among others.
"We saw this as a very important market from a fashion lifestyle perspective," said Andrei Najjar, senior vice president of men's boys' and infant apparel. "Parents view their children as an expression of their selves, so we wanted to give hip, stylish parents options for their precious little ones. This is how we came up with the name. There is an element of humor in every style, which we think makes the product even cuter. We also view it as a great gifting vehicle."
The new line will include one pieces, tees, hoodies, sweatpants and tank tops. The line will be available in sizes six months-6T. Little Jem will be positions as a premium brand and wholesale prices will run between $15-$20.

I think that this new line will be hugely successful. Jem Sportswear has a heavy celebrity fan base, and with many young Hollywood celebrities having babies now this new line is the perfect way for the company to increase revenue while maintaining their current clientele. The line will be edgier and trendier than other children's lines. I think that this new line will be a huge success.

Suzanne Reilly