Licensing drive to bolster That’s not my… brand

Bulldog Licensing to expand hit children’s publishing property into new categories.

Bulldog Licensing has secured a new deal to represent the hit children’s publishing brand, That’s not my… from Usborne.

The bestselling series of touchy-feely board books aimed at babies and preschoolers has sold over five million in the UK, and over 20 million books worldwide.

There are more than 50 That’s not my… titles including That’s not my puppy, That’s not my bunny and That’s not my teddy, as well as a number of seasonal favourites including That’s not my chick for Easter and That’s not my elf for Christmas.

That’s not my unicorn – published last year as the special 50th title – is the highest seller to date, and was the best-selling baby book of 2017.

Each page features a different texture, such as soft fur or crinkly skin, which is designed to encourage sensory awareness and interactive play.

Paul Dennicci is on board for baby apparel, which launched in Mothercare just before Christmas, and Bulldog is currently in talks with several potential partners across a range of categories.

Vicky Hill, licensing director at Bulldog, commented: “That’s not my… has rapidly become an intrinsic part of childhood and virtually every toddler (and parent) in the country is familiar with these delightful books.

“This gives the property huge potential and, judging by the reaction we’re getting from the licensing community, this is set to be a massive brand.”

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