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Oi picture book series makes licensing move

Hachette and Maximum Licensing planning to grow popular brand in CP space.

The hit Oi picture book series is making the move into the world of licensing and stage entertainment.

Hodder Children’s Books – part of the Hachette Children’s Group – has acquired stage and partnership and promotional rights for the series.

In addition, Maximum Licensing – headed up by Sarah Fletcher – as been appointed as the worldwide licensing agent, exclusively managing the merchandising rights.

Maximum Licensing will be working with Hachette to grow the publishing brand through licensing across all major categories. There will be a particular focus on toy, apparel and paper/stationery aiming at a core demographic of 2-6 year old boys and girls.

The Oi brand – by Kes Gray and Jim Field – debuted with Oi Frog in 2014, which has now sold over 300,000 copies.

The recent World Book day title, Oi Goat, was number one in the Nielsen children’s chart, and number three in the overall chart, and has now sold over 122,000 copies. Meanwhile, Oi Cat was chosen as the inaugural Book of the Season last autumn by the Booksellers Association and Oi Dog was number one in the preschool chart.

Sarah Fletcher commented: “I am thrilled to be managing the licensing programme for the Oi brand, building on its success in publishing to date.

“The ongoing support from schools, libraries and retailers ensures that any future merchandising will be well received, launching from an already established core following of fans.”

Katie Price, licensing director at Hachette Children’s Group, added: “We are extremely excited to be expanding Kes Gray and Jim Field’s bestselling series into potential stage shows and other partnerships – we have always seen the brand as a multi-platform experience.

“We are also delighted to be working alongside Maximum Licensing on expanding the books into other licensing categories.”

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