(Filed Under Licensing News). Iconix Brand Group has announced the launch of Truth or Dare by Madonna, the second brand to launch under MG Icon, Iconix’ partnership with pop star Madonna and her manager Guy Oseary.

Truth or Dare by Madonna is planned as a global lifestyle brand with an exclusive launch at Macy’s stores in 2012 and an expansion to leading U.S. department stores in 2013. The brand will consist of intimate apparel, footwear, handbags, accessories and fragrances aimed at Madonna’s core demographic of 27- to 50-year-old women.

"Over the past several years, I have been approached countless times to create my own brand," stated Madonna. "The timing is right and I have found great partners in Iconix who can help translate my vision to reality."

"The interest and excitement globally for brands developed by Madonna are significant," said Neil Cole, C.E.O. of Iconix. "We knew there would be a tremendous demand for a brand that Madonna herself is the face of and that truly captures her essence." MG Icon’s first venture, Madonna’s Material Girl juniors’ brand, is a highly successful line available at over 400 Macy’s locations in the U.S. and 90 The Bay locations in Canada.

MG Icon is owned 50 percent by Iconix Brand Group and 50 percent by an entity controlled by Madonna and Oseary. The venture develops and explores business initiatives, including the creation and acquisition of brands as well as opportunities within the Iconix consumer brands portfolio. Iconix Brand Group, Inc. is based in New York.

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Published 11-07-2011 by Katherine Rautenberg