The Juicy Lucy Fairies Move In With The Brainbox Boys

Unknown Ink, the sibling card publisher to Brainbox Candy is significantly strengthening its portfolio through licensing and distribution agreements with Juicy Lucy, Emily Burningham and Rosehip stationery.

The Juicy Lucy brand is now being licensed by Brainbox Candy with the cards sold though its Unknown Ink arm.
The Juicy Lucy brand is now being licensed by Brainbox Candy with the cards sold though its Unknown Ink arm.

The first to be integrated into the Brainbox/Unknown Ink fold is Juicy Lucy, the well known long established cheeky fairy brand that is the brainchild of Lucy Heavens.

Having recently opened The Swansea Wellbeing Centre, which is committed to make a difference to the lives of people from all walks of life, Lucy was keen to find a suitable licensed greeting card home for her beloved fairies and so contacted Brainbox Candy and Unknown Ink co-owners Mark Williams and Ben Hickman.

Lucy Heavens, the creator of Juicy Lucy showing off some of the brand’s products at a GCA seminar several years ago.
Lucy Heavens, the creator of Juicy Lucy showing off some of the brand’s products at a GCA seminar several years ago.

As Lucy told PG Buzz: “I love Ben and Mark and their vibrant, exciting energy. Not only are they genius card makers, they are clever, hardworking and passionate about getting product out there with their excellent customer service.” Showing that it is their personalities as well as their business acumen that led to the new agreement, she added: “They are also a little bit mucky and generous with beer, which makes us all happy, doesn’t it? I think the fairies will enjoy living with them in Leigh-on-Sea.”

In reality, the Essex coastal town where the Brainbox Candy and Unknown Ink HQ is based will be a metaphorical home to the Juicy Lucy fairies, as the orders for the brand will continue to be delivered from Swansea under the management of Swish Fulfilment, owned by Jenna Pile, Juicy Lucy’s former office and warehouse manager.

Brainbox Candy and Unknown Ink co-owners (centre two) Ben Hickman and Mark Williams with Julie and Stephen McHale, co-owners of Bentleys Cards and Gifts of Stourport at The Retas last July.
Brainbox Candy and Unknown Ink co-owners (centre two) Ben Hickman and Mark Williams with Julie and Stephen McHale, co-owners of Bentleys Cards and Gifts of Stourport at The Retas last July.

“Lucy’s cards are cheeky, fun and have a great blend of sentiment and humour. Juicy Lucy is a classic brand and we look forward to offering it through Unknown Ink as well as developing the range further into new cards, gifts and other items,” commented Mark.

The Juicy Lucy brand has been working its own breed of magic for over 20 years in independent shops and multiples both through its own produced cards and gifts as well as through licensing agreements including mugs from Portmeirion, pyjamas for Mothercare, cakes in Tesco, jewellery in Argos and knickers in M&S!

The plan is that Unknown Ink will become home to several more brands.
The plan is that Unknown Ink will become home to several more brands.

In addition to the Juicy Lucy deal, Brainbox Candy has also recently bought the assets for the Rosehip stationery brand and also the greeting card offering from Emily Burningham, which will both also come under its Unknown Ink division.

Although Emily Burningham did publish her own cards, her studio’s main business is as a print designer for fabrics and wallpaper.
Although Emily Burningham did publish her own cards, her studio’s main business is as a print designer for fabrics and wallpaper.

And it sounds like there could be more to come, as Mark reveals, “We are also in the market for other deals with publishers and will consider both buyouts and licensing.”

Brainbox Candy will be showing at Harrogate Home and Gift (Sunday 15-18 July) in the Greetings and Stationery hall on stand GS 43.

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