Company to create range of soft toys and baby and infant toys for brand.
Rainbow Designs has sealed a deal with Bulldog Licensing for a new baby range inspired by the That’s not my… brand.
Published by Usborne, That’s not my… is the best selling series of touchy-feely board books aimed at babies and preschoolers by author Fiona Watt and illustrator Rachel Wells.
The series has sold over five million books in the UK and over 20 million worldwide. There are over 50 That’s not my… titles including That’s not my puppy…, That’s not my fairy… 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 – which was published last year – is the highest seller to date and was the best selling baby book of 2017.
The Rainbow Designs range will feature soft toys, developmental toys and wooden toys, as well as gift sets and soft teether books.
“For many little ones, That’s not my… is their first introduction to books and so the brand is much-loved and instantly recognisable, giving it huge awareness,” said Vicky Hill, licensing director at Bulldog. “Licensees are anxious to tap into this, which is translating into significant levels of interest from across the sector.”
Dennicci launched baby apparel into Mothercare just before Christmas and TU in July. Bulldog is also in talks with several potential partners across a range of categories.