Principals: Hilary Duff and Susan Duff; Robert Thorne and Greg Redlitz at the Robert Thorne Co.; Tim Rothwell at IMG.
Licensees include: Elizabeth Arden, FAB/Starpoint, Horizon Group USA, Kids Headquarters Lantis Optical/Motive Eyewear, Mattel, the McCall Pattern Co., Multiprint, SG Footwear
The story: The former Disney Channel star – who has branched out into features and music – is now a star in the merchandising realm, largely because of her appeal to both tween and teen fan bases.
For merchandise, Duff turned to Thorne and Redlitz, who previously ran licensing for Mary-Kate and Ashley Olsen, to get into the fashion and fragrance arenas.
Last year, Mattel bowed the Barbie Red Carpet Hilary Duff Doll for the younger set.
But starting with fashions aimed at the tween market under the Stuff by Hilary Duff brand, Duff has successfully expanded her appeal into older markets. Key products include a fragrance called With Love … Hilary Duff from Elizabeth Arden and an upcoming line of teen fashions. Duff also has gotten into the DIY fashion arena, with fashion patterns from McCall’s and accessories made by Horizon. A line of junior fashions is due next year, as is a second fragrance with Elizabeth Arden.
POV: “She has proven a relevance for both (tween and teen) demographics, which supports her having a business for both demographics,” Thorne says.