ENESCO & Jimmy the Bull – A Delightful Partnership

BRANDORA Editorial Staff - June 2018
 
 
 

Bulldog Licensing has announced that licensed apparel specialist Poetic Brands has signed up for the Enid Blyton licensing programme.

Enid Blyton’s books have delighted successive generations of British children, sold hundreds of millions of copies, and regularly feature in the top ten list of the best-selling authors in the UK. Best-known for The Famous Five series, which marked its 75th anniversary in 2017, her other series include Malory Towers, The Magic Faraway Tree and The Secret Seven. Enid Blyton also has huge international appeal and is the fourth most translated author in history - after Agatha Christie, Jules Verne and William Shakespeare. In 2017, a series of tongue-in-cheek Famous Five books for grown-ups hit the shelves, with titles such as Five On Brexit Island and Five Give Up the Booze regularly topping the bestseller charts.

Poetic Brands is part of PDS Multinational - one of the world’s largest design, product development, sourcing, virtual manufacturing and distribution businesses for consumer goods - but operates as a single company concentrating solely on licensed products. They are on board for adult apparel, nightwear and underwear, launching Summer ’18.

“We are delighted to have signed this agreement,” says Elliott Matthews of Poetic Brands. “The appeal of Enid Blyton spans the generations, so there is a huge market out there and we are confident of a very strong performance at retail.”

This deal adds to the considerable licensing activity surrounding the brand. A range of greetings cards from Danilo, based on the adult covers, is pulling in big sales, and puzzles from Gibsons are also proving popular. In addition, Smiffys produced World Book Day 2018 fancy dress featuring characters from The Famous Five, Malory Towers and The Twins at St Clare’s, whilst Lagoon will soon launch a card games range. Also, Widdop and Co. Ltd is on board for a range of products, including ceramics, glassware, kitchen accessories, camping kits, cushions, gardening items, and baking items. “Everyone has heard of Enid Blyton and the powerhouse performance of the adult book range has made the brand hotter property than ever ,” says Bulldog Licensing Director Vicky Hill. “2017 has been a great year for the property and with this apparel range and many other new products due to hit retail I’m sure 2018 will follow suit.”