Entertainment One Licensing (eOne) is revamping its lifestyle brand Skelanimals with new pop-culture partners and a digital strategy that better appeals to its teen and young adult demos.

As part of its new media strategy, the skeleton-laden brand is getting a refreshed website and new social media platforms set to launch later this year. The cross-platform refresh also includes new original animated shorts for the art property. Currently in production, the two-minute shorts are due for delivery in the spring of next year.

To reach today’s trendy teens, eOne is also ramping up Skelanimals’ retail presence. The company has secured new collaborations with pop-culture fashion partners including Iron Fist, Tripp NYC and Goodie Two Sleeves. The retailers will produce a range of clothes and accessories including tops and bottoms, blouses, sweaters, coats, dresses and footwear.

The new fashion lines will be complemented by accessories from longtime Skelanimals partner Loungefly. The fashion co has signed on to produce bags, wallets, coin purses, backpack clips, jewelry and other accessories at prices ranging from US$6.50 to US$65.00.

eOne has put the focus on its teen lifestyle brands this year. It recently announced similar partnerships for the teen lifestyle brand SO SO Happy, as well as growth plans for the brand.

– From Kidscreen