Vania Bachur x Happy Girl, Empowering a New Generation to become their own Superheroes

National retail launch includes Liverpool, Sears, and dynamic in-store activations across Mexico, spearheaded by Brand New Day

Mexican illustrator and influencer Vania Bachur, known for her vibrant style and empowering narrative, has partnered with leading backpack manufacturer Chenson to launch the Happy Girl x Vania Bachur collection, a range of backpacks and accessories featuring the brand's key characters. The collaboration was made possible by Brand New Day, Vania Bachur’s licensing agent, and it launched nationwide in time for the Back-to-School season through leading retailers, including Liverpool and Sears.

Vania Bachur is about empowering girls —and women —to become the superheroes of their own story” said Vania Bachur “The collection reinforces this through the uplifting illustrations and positive messaging, encouraging them to dream big, and build the life they imagine —reminding them from an early age that the most powerful thing they can be is themselves

The launch was accompanied by in-store activations, creating powerful connections with consumers through exclusive meet-and-greets, product signings, and photo opportunities in top retail locations. These activations demonstrated Vania Bachur’s presence in national markets, as hundreds of fans lined up to meet and take pictures with the creator of the beloved brand.

This collaboration reflects our commitment to licensing partnerships rooted in purpose and identity,” said Yolanda Gonzalez, director of Brand New Day. “Vania’s voice resonates deeply with a generation seeking authentic connections, such as the younger generations of Mexico and LATAM. The collaboration with Chenson has resulted in great success for all of the stakeholders.

With strong early sell-through and a growing fan response, Happy Girl x Vania Bachur is becoming a standout licensing success, demonstrating the impact of artist-led brand storytelling in retail.

About Vania Bachur

Vania Bachur is a Mexican illustrator, influencer, and the creator of the viral trend "adultos independientes con gustos bien dementes" (roughly translated to “adult money for childish things”). Vania fights against dream killers, challenges norms, believes in girl power, and has a sarcastic vision of life, all with an irreverent sense of humor. With a large social media following, her brand has appeared on varied categories across the LATAM territory, along with a well-received animated show, making her successful in captivating both younger and older audiences alike.

About BND

Brand New Day is a leading licensing and brand extension agency with over a decade of experience helping brands to authentically connect with consumers. Headquartered in Mexico City –with a focus on cultural intelligence, brand protection, and long-term brand equity –BND leverages the power of brands across entertainment, design, and lifestyle, creating integrated, insight-driven licensing programs throughout USA, Mexico and LATAM.

Media Contact

luciano@bndlicensing.com