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Poetic Brands welcomes That’s Not My… to roster

Specialist apparel licensee, Poetic Brands has secured a new deal to design, manufacture and distribute apparel for the UK market celebrating successful children’s publishing brand of the past 25 years: That’s Not My…

Published by Usborne, That’s Not My… is the bestselling touchy-feely book series for babies and toddlers and a gifting favourite for newborns as their first book. Featuring bright pictures, with patches of different textures, the books are designed to develop sensory and language awareness. There is also a little white mouse for children to spot on every page.

Now, the illustrations have inspired a range of babywear/accessories, kidswear, apparel, footwear and luggage, launching later on this year.

“With childrenswear an increasingly strong part of our offering, we are thrilled that so many major children’s and family brands have come to us in recent years,” commented Elliott Matthews, md at Poetic Brands. “That’s Not My… is firmly established as an evergreen property that is a part of the childhood of millions of children. We’re delighted to be working with this great brand on a range we are certain will be enormously popular.”

Rob Corney, group md at Bulldog Licensing, which negotiated the deal, added: “That’s Not My… is a genuine publishing phenomenon, with a strong appeal to many generations of preschool children across the UK and a design style ideal for bright, appealing licensed products of the sort that Poetic Brands executes with great skill. We are delighted to be partnering with them in a very important deal to bring this property to the key apparel, footwear and luggage categories.”

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