This ad will be closed automatically in X seconds.

Usborne teams with Dennicci for That’s Not My… apparel

Children’s book publisher expanding popular series into baby clothing with Mothercare.

Children’s book company Usborne Publishing has sealed a deal with Paul Dennicci for a range of baby clothing featuring artwork from its popular That’s not my… series of baby books.

The range – which will include baby grows, pyjama sets and booties – will be available exclusively through Mothercare from January 2018.

The bestselling book range – which includes 52 titles and has notched up sales of over 20 million books worldwide – will be sold alongside the licensed baby apparel.

Christian Herisson, UK commercial and sales director at Usborne, commented: “That’s not my… continues to be a phenomenal brand for Usborne Publishing, not just in the UK but worldwide.

“For all of those families who adore the books, this extension of the brand into baby wear is the perfect fit.”

There will be four baby grow designs featuring artwork from That’s not my bunny, That’s not my car, That’s not my fairy and That’s not my puppy.

Two pyjama designs will feature That’s not my dinosaur and That’s not my unicorn, with each coming with a Little White Mouse comforter, which is based on the character which features on each page of the books.

Finally, two sets of booties will feature That’s not my puppy and That’s not my unicorn.

Andrew Farrow, md of Paul Dennicci, added: “We are extremely excited to be working with Usborne Publishing on That’s not my… baby range for Mothercare.

“We have really enjoyed creating these gorgeous baby clothes to complement the iconic books.”

Launched in 1999, the That’s not my… books have sales worth £25 million+ across the series. Existing brand extensions include book and plush toy gift sets and a nursery height chart.

The latest title – That’s not my unicorn – launched in July and went straight to number one in the UK Children’s and Preschool book chart. The title sold 60,000 copies in its first four months of publication.

Want to read more news like this? Simply sign up to our daily digest by clicking here. You can also follow @LicensingSource on Twitter.

MORE NEWS
PrimarkLionKing500x500
 
In a first for Primark in collaboration with Disney’s The Lion King, all the clothing in the collection is made using recycled or more sustainably sourced materials....
LOLHamleys500x500
 
MGA Entertainment's L.O.L. Surprise has unveiled a new shop in shop space in Hamleys on London's Regent Street....
TfLLondonSpirit500x500
 
Transport for London and London Spirit have once again teamed up ahead of the return of The Hundred, with a new London Underground-inspired playing shirt to be worn in the opening home fixture....
HumanLoveBigPicture500x500
 
"We have always looked for unique IP from different parts of the world; when we first saw Human Love, we immediately fell ‘in love’ with it and what the brand represents for all couples of all types around the world."...
MaitlandxPoate500x500
 
Maitland & Poate haș collaborated with journalist, author and founder of Mad About The House, Kate Watson-Smyth on a range of new handmade tiles....
BlueZooRSPB500x500
 
The animation studio has collaborated with GOOD Agency to craft a series of short films for the Royal Society for the Protection of Birds to support engagement with young audiences under the banner 'We Campaign Because They Can't'....
Get the latest news sent to your inbox
Subscribe to our daily newsletter

The list doesn't exist! Make sure you have imported the list on the 'Manage List Forms' page.