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‘There is a definite trend towards storybook licences’

JoJo Maman Bébé’s Harriet Blanchett talks us through the current top selling trends.

Nursery retailer JoJo Maman Bébé believes there is further scope to elevate some traditional brands in the sector, while it is also seeing a definite trend towards more storybook licences.

Buying director Harriet Blanchett (pictured) spoke to Licensing Source Book as part of the judging of the product categories for this year’s Licensing Awards.

Harriet commented: “With our strength in preschool, Peter Rabbit and The Very Hungry Caterpillar continue to be very popular with our customers, and we also like Paddington and Elmer.

“We do quite a lot of The Gruffalo products in the run up to Christmas, as well as The Snowman – and we are also dipping our toe into Peppa this Christmas too.”

She continued: “There is an opportunity to further elevate some of the traditional brands, such as Bambi and Winnie the Pooh, in the nursery sector, as long as the products are created with thoughtfulness.

“There is a definite trend towards more storybook licences which works well with us.”

This feature originally appeared in the autumn 2017 edition of Licensing Source Book. Click here to read the full publication.

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