Poetic Brands, the specialist apparel licensee for adults, kids and babywear, has announced that it has received a licence to design, manufacture and distribute apparel for the UK market celebrating one of the most successful children’s publishing brands of the past 25 years: That’s Not My…. The award was made by Bulldog Licensing.
Published by Usborne, That’s Not My… is the bestselling touchy-feely book series for babies and toddlers and a gifting favourite for new-borns as their first book. Featuring bright pictures, with patches of different textures, the books are designed to develop sensory and language awareness. There is also a little white mouse for children to spot on every page.
Now the humour, bright colours and distinctive That's Not My… illustrations have inspired a delightful range of babywear/accessories, kidswear, apparel, footwear and luggage from one of the UK’s major names in licensed apparel. Poetic Brands’ That’s Not My…collection will be available at retailers across the UK in 2024.
That's Not My…, a series of baby and toddler picture board books byFiona Watt and Rachel Wells, has been massively popular since 1999 when its brightly coloured pictures using a variety of tactile materials first invited little onesto search for the narrator’s puppy from a group of different dogs. More than 70 titles and multi-million sales followed along with many licensed products. These are now joined by apparel, footwear and luggage from Poetic, which is bringing its expertise in ethically sourced lifestyle collections to the That’s Not My… phenomenon.
Elliott Matthews, Managing Director of Poetic Brands, says: “With childrenswear an increasingly strong part of our offering, we are thrilled that so many major children’s and family brands have come to us in recent years. That’s Not My… is firmly established as an evergreen property that is a part of the childhood of millions of children. We’re delighted to be working with this great brand on a range we are certain will be enormously popular.”
Bulldog Licensing Group MD Rob Corney says: “That’s Not My… is a genuine publishing phenomenon, with a strong appeal to many generations of pre-school children across the UK and a design style ideal for bright, appealing licensed products of the sort that Poetic Brands executes with great skill. We are delighted to be partnering with them in a very important deal to bring this property to the key apparel, footwear and luggage categories.”