Olsen twins link up with Asda for brand extension

Marketing 21-Nov-02

Mary-Kate and Ashley Olsen, the US teenage twin TV celebrities, are extending their brand beyond clothing for the first time with a range of haircare and cosmetics products.

The sisters, who have been famous across the US since they made their debuts as babies, are using their partnership with Wal-Mart's UK supermarket chain Asda to launch the products, which include hair appliances and body spray.

The Mary-KateandAshley brand has been a massive hit in the US, with sales expected to total $1bn (£632m) this year. Even in the UK, where the brand only launched its clothing range at Asda in March, sales are already up to the £2m mark as the brand's strategy of low pricing tied to the girls' clean-cut image pays dividends.

A launch in Australia, France, Mexico and Germany is imminent, with further countries to be announced shortly.

The roll-out underlines the Olsens' claims to being a global brand in their own right. Further range launches are likely during the coming months.