, the pop-hit website celebrating the beach lifestyle, has signed with Backflips Inc to create a line of branded swimwear for girls and juniors. Under the terms of the licensing agreement, which was announced by Gail Sonnenschein, president and CEO, and Bruce Waldman, President, Backflips Inc, Backflips will produce, manufacture and distribute a branded line of swimwear for girls (sizes 4 - 6x, 7 - 16, and 8T - 16T), and juniors (1 - 13), scheduled to hit stores for the spring 2001 season.

"We are delighted to be working with Backflips. The company is well-established and highly regarded in the swimwear industry," states Sonnenschein. "With Backflips, we look forward to delivering a swimwear line that extends's fun, colorful, surf-inspired brand into a profitable swim line for girls and juniors."

Backflips will be focusing sales efforts for swimwear at brick-and-mortar retail stores with specific focus on department and specialty stores including upscale surfshops. Retail prices will range between $30-$50 for girls swimwear and $55-$75 for the junior line. Marketing efforts have generated great interest; in fact, swimwear will be providing swimsuits for the Miss Teen USA Pageant's swimsuit competition to be broadcast nationally on the CBS Television Network in August and has also been featured on national television outlets such as "Access Hollywood," MTV, E! Entertainment Television, Fox News Channel, among others.

The Swimwear line will incorporate design trends that include bright Hawaiian florals and scenics, polka dots, surfer looks, tie-dyes, and reversible suits.

" Swimwear has great profit potential for the retailer," explains Waldman. "The brand is hot, and certainly one that the kids, teens and Gen Y already relate to. It's a natural progression to see this pop-hit website extend into a swimwear line and Backflips is thrilled to have the license." will continue to provide its indepth editorial coverage of dozens of top designer collections. The site is also a resource for swimwear information, and the company intends to add Swimwear into's coverage of top designer brands. has over a dozen licensees that include footwear (Eastman Group), calendars (Date Works/American Greetings), beach bags (Paradigm/Journey Unlimited), beach towels (Best Brands), posters (Starline Posters), and magnets and key chains (Omnitech Designs), among others. These merchandising arrangements secure's position as the forefront brand leader that captures the beach lifestyle throughout the year. is a comprehensive and fun online entertainment, information and merchandising service targeted at the millions of bikini and beach fans around the world. A growing international pop culture hit getting up to 20,000,000 hits per week, it offers the style of top fashion magazines, the healthy lifestyles of beach sports and fitness, and the enthusiasm of young men and women alike. The entire project has a tongue-in-cheek, retro look reminiscent of the old Frankie and Annette beach blanket bingo movies, and is light-hearted, bright and full of All-American sex appeal. New York's Sunshine Media Corp, the parent company of, has already signed several licensing and merchandising deals for, making it one of the first Internet companies to develop into a consumer entertainment brand name.

Backflips, Inc. has a vision for innovation. "We believe our partnership with will reshape the retailer-manufacturer paradigm," explains Waldman. " is not only a great brand, it is a direct link to hundreds of thousands of purchasing consumers. Backflips, to, to retailer, and back again, all with a click of a mouse; it's the ultimate partnership."