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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.

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