New home and gift ranges incoming for THAT’S NOT MY

With over 64 titles in its library, and more than 25 million books sold worldwide over its 23-year history, it’s easy to see why THAT’S NOT MY® is an attractive prospect for licensees. In 2020, the brand was second to Peppa Pig in sales ranking for Children’s pre-school book brands and overall, the brand was ranked 7th in Children’s book brands. THAT’S NOT MY® also appeared in the charts 25 times of the 36 weeks that Usborne had EPOS data last year

Bulldog Licensing is growing an award-winning consumer products line-up for the heritage property and has recently expanded its programme with two new partners.

Firstly, Icon Wall Stickers is on board to create a collection of wall stickers based on the bright, colourful and instantly recognisable characters from the books, allowing families to bring their favourite titles to life in nurseries and children’s bedrooms.

Home and giftware manufacturer, Widdop, has also signed up to partner with the popular publishing property and launched its first range this month, which includes a melamine dinner set, cushions, money boxes, wall clocks and an art frame. The company will be rolling out a Christmas range in AW21, using the seasonal titles such as That’s not my elf and That’s not my snowman for inspiration.

Since 1998, Author Fiona Watt and Illustrator Rachel Wells have created 64 titles including Easter and Christmas titles in the touchy feely series. The books are designed to foster sensory awareness and language development in babies and toddlers and have become an intrinsic part of childhood in families throughout the world.

Sole Slater, Senior Creative Manager at Bulldog Licensing, which manages the rights for the brand in the UK and Eire, commented: “That’s not my…has become one of the most popular baby gifting products in the UK, so it makes total sense to create a range of gifting and homewares for the brand to extend that opportunity for retailers.

“The licensing programme consists of apparel, toys, games and puzzles and homewares and has gone from strength to strength, and we’re thrilled to have these two leading licensees on board to further grow the range.”