The Harvey Entertainment Company and L.A.-based sportswear manufacturer Azteca Production have finalized and refocused a joint venture announced last June to form an apparel company. The new company, Harvey Fashion, will manufacture apparel based on the Harvey classic character portfolio. Paul Guez, a 30-year veteran of the apparel industry, will serve as board chairman and CEO.

Harvey was previously in the planning stages of creating a tween- and teen-targeted sportswear line centering on its ‘Hot Stuff’ characters, however HF will instead develop a complete collection of children’s apparel. Rick Mischel, president of Harvey Entertainment, says the focus for the clothing manufacturing company was changed to target a younger demo because ‘that’s where the core audience is.’

The initial line, based on all Harvey Entertainment character brands, including ‘Hot Stuff,’ will be aimed at kids, with eventual expansion into infant, junior and adult fashions. The revamped line was launched at Magic, and clothing should be available by fall 2000 in both mass and specialty stores.

Harvey Fashion will be responsible for manufacturing the apparel at Azteca’s plant in Los Angeles, along with marketing and selling the clothing. However, Mischel adds that rights of currently appointed licensees are not being eliminated and Harvey will continue to work with outside licensees.