Hit children’s brand Hari’s World will once again be making an appearance at the Brand Licensing Europe show, when it returns to London Olympia in October. Hari’s World is attracting considerable attention as an innovative property that combines fun and excitement with subtle safety messages. A Hari’s World book series is available and the beautifully illustrated stories are all about playing with friends and enjoying life, but also weave Hari’s ‘play safe, not sorry’ ethos into every adventure. The latest title in the series - Hari at the Park – launched recently and the publishing programme is set to feature ten books in total. Both the books and an adorable plush range are currently available in a range of retail outlets across the UK, including gift shops and garden centres, zoos and animal attractions. This presence is being bolstered by an ongoing marketing campaign across the gift and garden sectors, high street retail and schools, whilst a series of ‘Hari Days’ have seen Hari make appearances at various retail outlets, zoos and animal parks.

The brand is also a hit in schools via the successful SafetySack®, which allows teachers to engage children in a fun, exciting and imaginative way through books, hand puppets, games, puzzles and more. Hari Days have also been hugely popular amongst schools up and down the country and this has further developed brand awareness at this key consumer level.

Global expansion has followed on from UK success and the range is now being distributed across Singapore and Malaysia, with further publishing licenses and distribution agreements lined up for neighbouring regions.

“We are very excited about presenting Hari’s World at BLE 2012, particularly as the event comes at a time when the presence of Hari’s World has never been stronger. Kids love Hari and his friends, whilst parents and teachers can appreciate how the stories subtly introduce the Play Safe message into something kids actively enjoy,” says Tris McGee, Managing Director of Hari’s World. “BLE gives us the chance to illustrate the enormous potential the brand has from a licensing perspective and meet up with potential partners who are interested in linking up with a brand that is increasingly visible and popular.”