Beverly Hills-based licensing firm memBrain Licensing has been appointed by new girls brand Lately, Lily to expand the licensing program for the apparel, book and interactive-led property.

memBrain aims to launch complementary product categories for 2013 including new apparel items, accessories, stationery and room décor.

Created by author/illustrator Micah Player, the former creative director of Paul Frank Industries, and apparel designer Erin Nichols, Lately, Lily launched this year as a range of travel-themed t-shirts and accessories for girls ages two to 10. Quickly becoming popular with celebrity moms, a Lately, Lily mobile app is now set for release by the end of the year and three book titles are in the works with Chronicle Books.

The story of the brand follows the global adventures of a young traveling girl named Lily, who is the daughter of a journalist and photographer. Lately, Lily t-shirts and hangtags feature her daily journal entries and lines for each season highlight a new travel destination.

Fifteen new designs will launch for spring 2013 with Lily heading to Paris.