Brands have made a mad dash to curry the tastes of Millennials and Generation Z shoppers. But TownleyGirl’s sales growth suggests an even younger age is the demographic controlling the purse strings — preteen girls and even boys.
The company has the licensing rights to an arsenal of some of the buzziest names in the youth market like Vampirina, Minnie Mouse, My Little Pony, Disney Princess, Frozen, Trolls and Emoji. “Vampirina has just taken off for us. She is our most popular Disney Junior property since Doc McStuffins came along,” said Daina Finn, vice president of product development at Townley Inc., of the recently renewed kids’ show based on a vampire living in the human world. At January’s Golden Globes, in fact, celebrities queued up at the gift suite for a bag of Townley goodies. One of the most coveted was the Minnie Mouse nail dryer and soaker.
With the power of social media behind it, the company is fortifying its own brand name, in addition to being the firm delivering popular licenses to the market. “We’re trying to gain massive brand awareness,” said Carissa Rossi, digital acquisitions manager, who has helped broaden the social reach, including more than 25,000 followers on