Bulldog Licensing has announced a new deal for children’s publishing sensation That’s not my…– with Rainbow Designs coming on board with a range of soft toys and baby and infant toys.

Published by Usborne, That’s not my… is the best-selling series of touchy-feely board books aimed at babies and pre-schoolers by author Fiona Watt and illustrator Rachel Wells. The series has sold over 5 million books in the UK, and over 20 million worldwide. There are over 50 That’s not my… titles including That’s not my puppy…, That’s not my fairy… and That’s not my teddy…, as well as a number of seasonal favourites including That’s not my chick… for Easter and That’s not my elf… for Christmas. Each page features a different texture, such as soft fur or fuzzy tummy, which is designed to encourage sensory awareness and interactive play. That’s not my unicorn… - published last year as the special 50th title – is the highest seller to date, and was the best-selling baby book of 2017.

The Rainbow Designs range will feature soft toys, developmental toys and wooden toys, as well as gift sets, and soft teether books. This adds to an existing deal with Dennicci, who launched their baby apparel range into Mothercare just before Christmas, and TU at Sainsburys in July. Bulldog is also in talks with several potential partners across a range of categories.

“For many little ones, That’s not my… is their first introduction to books and so the brand is much-loved and instantly recognisable, giving it huge awareness,” says Bulldog Licensing Director Vicky Hill. “Licensees are anxious to tap into this, which is translating into significant levels of interest from across the sector.”