Poetic Brands wins apparel and accessories licence for Mog

Poetic Brands, the specialist apparel licensee for adults, kids and babywear, has announced that it has received a license to design, manufacture and distribute children’s apparel and accessories for the UK market celebrating Mog the Forgetful Cat, the classic Judith Kerr creation that has been loved by generations.

The award was made by HarperCollins Children’s Books through licensing agent The Point.1888, who licence the Mog brand in the UK.

Poetic is now planning a wide range of children’s daywear, nightwear, underwear, accessories, swimwear and luggage for this much-loved brand, inspired by imagery familiar from more than 15 popular books. The range will be available at multiple retailers across the UK from autumn/winter 2024.

This is a highly significant deal for Poetic, which will now bring its strong reputation for high-quality, popular and ethically sourced lifestyle collections together with a classic kids’ publishing brand that has a global reach.

Mog the Forgetful Cat was first published in 1970 and Mog has been delighting children all over the world with her mishaps and adventures ever since. The Mog series has sold over four million copies worldwide and has been translated into 21 languages. Judith Kerr is one of the best-known children’s writer and illustrator in the world thanks to both Mog and the classic picture book, The Tiger Who Came to Tea, a perennial bestseller.

Mog has also inspired a play and a television adaptation, as well as a licensing programme that includes toys, games, plush, dress-up and now, of course, apparel and accessories.

Elliott Matthews, Managing Director of Poetic Brands, says: “Mog’s antics have entertained countless children ever since her first appearance in 1970, making this cat one of the most enduringly successful characters in children’s books. We are absolutely thrilled to be bringing one of the world’s favourite cats to a range that we are sure will be enormously popular.”

Kirsty Bradbury, Publishing Strategy Director at HarperCollins says: “Mog has been a part of kids’ lives for decades, and the appeal of this endearing – and enduring – character is greater than ever. We are delighted to be working with Poetic, a leading name in licenced apparel and accessories, to bring Mog to a range that will delight her many young fans.”