Hit children’s brand expands into new categories for 25th anniversary year

Appointed by global children’s publishing and education company Scholastic to manage UK licensing for the world’s bestselling children’s history-book series Horrible Histories, independent licensing agent Rocket Licensing has announced a raft of new licensing agreements and renewals for the leading children’s brand.

Ancestors of Dover Ltd, specialists in researching, designing and developing services for the heritage industry, is developing a fantastic Horrible Histories range, launching into retail at museums and historical sites for 2019. The extensive range includes historically accurate reproduction coins and figures, quills and ink, magnets, activity kits, and historical children’s jewellery.

Another new partner, Paul Lamond Games is applying over 25 years of experience to develop a range of engaging Horrible Histories games, jigsaws and card games based on popular titles. An initial range of jigsaw puzzles was launched at Autumn Fair this September and will be on sale at grocers and department stores as well as toy stores, speciality stores and high street retailers.

Meanwhile, Rocket has also announced the renewal of the Winning Moves Horrible Histories licence for a two-year term. The popular Horrible Histories Monopoly and Top Trumps lines will continue to sell widely into the UK market as well as Australia, New Zealand and South Africa. Smiffy’s is also being renewed as Horrible Histories’ successful dress-up partner for a further 3-years.

All these ranges, like the property itself, will combine a strong factual element with hilarious illustrations and an alternative take on history, targeting a strong core audience of boys and girls aged 7-12, while continuing to appeal to the whole family.

These announcements will be a further boost to the Horrible Histories licensing programme. The ongoing success of Horrible Histories across a number of media has seen the long-running international hit TV series receive multiple BAFTAs, the first British Comedy Award for a children’s show and ‘Best Children’s Programme’ at the Broadcast Awards 2018. The international stage shows continue to be a sell-out success with Barmy Britain being the longest-running children’s show in London’s West End. On top of this, the 25th anniversary of the brand this year and the upcoming major film (Horrible Histories: The Movie), due in 2019, leaves Rocket assessing numerous opportunities to extend the licensing portfolio of this iconic, enduring and uniquely British brand. Among categories being considered by Rocket and Scholastic are daywear, nightwear, underwear, accessories, homewares and digital applications.

Written by Terry Deary and illustrated by Martin Brown, Horrible Histories books first appeared in 1993. Since then their unique combination of humour, foul facts, savage stories and hilarious illustrations has delivered sales of over 30 million copies of over 80 titles in 31 countries. Across page, stage and screen, Horrible Histories appeals to boys and girls from middle-grade to adults.

Charlie Donaldson, Joint Managing Director of Rocket Licensing, says: “As Horrible Histories reaches it 25th anniversary, there’s even greater awareness of this unique brand. The growing licensee base certainly reflects the brand’s enormous potential across both specialist and mass-market categories. It’s a potential we feel will be further realised as the continuing success of the TV show and books, along with the new film, build an even bigger audience for Horrible Histories.”