FremantleMedia Enterprises and Sears Holdings Announce the Exclusive North American Launch of Rebecca Bonbon

Deal Marks Largest FME Direct-to-Retail Agreement, The First Simultaneous Brand Launch at Both Sears And Kmart

FremantleMedia Enterprises (FME), together with Sears Holdings, today announced the North American launch of the hugely popular Japanese character, Rebecca Bonbon, created by the original Hello Kitty™ designer, Yuko Shimizu.

The agreement will bring an initial launch of over 320 different Rebecca Bonbon products across the U.S. and Canada in both Sears and Kmart, starting Aug. 1, 2010. Product will be on shelves and available online just in time for the back-to-school shopping season, covering a variety of key categories including apparel, outerwear, headwear, accessories, bags, cosmetics, sleepwear, home decor, plush and pet products.

The Rebecca Bonbon product line was designed to appeal to a broad demographic of tween and teen girls, as well as women who will appreciate both the iconic and fashionable nature of the brand. The apparel line has two very distinct looks ranging from the very feminine, bright and whimsical character-driven merchandise, to the more stylish and seasonal trend-driven fashion statement. FME and Sears Holdings are working towards a long-term strategy for the Rebecca Bonbon brand with new product development already taking place for the Holiday 2010 and Spring 2011 collections for both the Sears and Kmart brands.

"We are very excited about the commitment from Sears and Kmart to the launch and growth of the Rebecca Bonbon franchise in North America", said David Luner, senior vice president of Interactive and Consumer Products, FremantleMedia Enterprises, North America. "We could not have asked for a better partner for the Rebecca Bonbon brand, as there is a shared vision and commitment to success."

"We are thrilled to work with FremantleMedia Enterprises on the Rebecca Bonbon collections," said John Goodman, executive vice president of Apparel and Home Fashions, Sears Holdings. "We see the launch of this global brand as a strong statement on our commitment to provide relevance and key fashion to a young consumer. The products are unique in the market as well as trendy and broadly appealing."

Rebecca Bonbon was an instant success in Japan with over 50 licensees having created products including: apparel, accessories, swimwear, intimate apparel, electronics, stationery, posters, greeting cards, bedding, bags, and digital and mobile content. Acquiring the exclusive rights from Crown Creative in 2008, FME represents Rebecca Bonbon in the U.S., EMEA, Latin America, and Asia Pacific (excluding Japan, Korea and China) and is currently expanding the licensing program worldwide. Continuing on its success in Japan, Rebecca Bonbon, is quickly becoming one of the fastest-growing international fashion licenses.

In addition to the U.S. retail launch of the brand, Rebecca Bonbon will be "virtually" everywhere having rolled out its online presence June 1, 2010. The foundation for the online component will be a consumer website at, which will feature character info, games, wallpaper, post cards, photos, and information on how to enter for a chance to win a trip to New York City to experience the Rebecca Bonbon lifestyle. There will also be an official Rebecca Bonbon Facebook page, Twitter account, and a fully-branded Rebecca Bonbon experience inside of the very popular tween virtual world All-Girl-Arcade.

Rebecca Bonbon is a French bulldog and super cute fashionista from Paris currently residing in a plush New York City apartment overlooking Central Park. She lives a charmed life, with her days spent showcasing her chic outfits whilst walking through the park, shopping and picnicking with friends. She loves all things sweet, especially bonbons, which is how she came to be affectionately known as Rebecca Bonbon.


FremantleMedia is one of the leading creators and producers of entertainment brands in the world. FremantleMedia is part of the RTL Group, Europe's largest television and radio broadcast company, which is in turn 90 percent owned by Bertelsmann AG, one of the world's major media and entertainment companies. FremantleMedia's worldwide production arm is responsible for many of the world's highest rated prime time entertainment, drama, serial drama and factual entertainment programmes. FremantleMedia Enterprises is the brand extension arm of FremantleMedia, offering a one-stop-shop for all Licensing, Distribution and Home Entertainment around the world. The FremantleMedia Group (which includes talkbackTHAMES, UFA and Grundy amongst others) has operations in 22 countries, one of the most comprehensive global networks, creating nearly 10,000 hours of programming a year, rolling out more than 60 formats and managing over 300 individual titles. FremantleMedia has some of the world's most sought after and long running formats in its catalogue, and globally, produces such programmes as: Idols (co-produced with 19 Productions in the US), The X Factor (co-produced with Syco in the UK), Got Talent (co-produced with Syco in the UK and the US), Neighbours, The Bill, Family Feud, The Price is Right, Farmer Wants A Wife and Hole In The Wall.

Rebecca Bonbon TM&© Crown Creative Co., Ltd. Licensed by FremantleMedia Enterprises.

About Sears Holdings Corporation

Sears Holdings Corporation is the nation's fourth largest broadline retailer with approximately 3,900 full-line and specialty retail stores in the United States and Canada. Sears Holdings is the leading home appliance retailer as well as a leader in tools, lawn and garden, home electronics and automotive repair and maintenance. Sears Holdings is the 2010 ENERGY STAR® Retail Partner of the Year. Key proprietary brands include Kenmore, Craftsman and DieHard, and a broad apparel offering, including such well-known labels as Lands' End, Jaclyn Smith and Joe Boxer, as well as the Apostrophe and Covington brands. It also has the Country Living collection, which is offered by Sears and Kmart. We are the nation's largest provider of home services, with more than 12 million service calls made annually. Sears Holdings Corporation operates through its subsidiaries, including Sears, Roebuck and Co. and Kmart Corporation. For more information, visit Sears Holdings' website at

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SOURCE: Sears Holdings Corporation

CONTACT: Belinda Thomas, Sr. PR Manager, FremantleMedia Enterprises, +44
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