Mary-Kate & Ashley: The UK launch

• 2002 launch of America's premier 'tween' brand - driven entirely through media relations, with blanket coverage in tabloids and broadsheets and on TV
• Coverage valued at £7.9 million in first six months of campaign (Source: Metrica)
• Sales to date of clothing range through Asda (UK exclusive retailer) - £9 million, with 90% sell-through
• 680,000 Mary-Kate & Ashley books and 100,000+ videos/DVDs sold over the corresponding period