Leading licensing agency Bulldog Licensing, which manages licensing for That’s Not My…, the bestselling touchy-feely book series for babies and toddlers, on behalf of publisher Usborne, has announced an agreement with University Games, a major name in board games, gifts and puzzles.
University Games has produced seven puzzles and games inspired by the charm, distinctive illustrations and gentle focus on learning that have made That's Not My… a part of the childhood of millions of little ones.
The colourful University Games’ That’s Not My… series is specially designed for the very young and features bright pictures, textured patches and friendly characters – just like the books!
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The seven offerings include two 12-piece jumbo floor puzzles, two colourful two-to-eight-piece puzzles and two self-correcting two-piece matching puzzles, all designed to be easy for little ones of 18 months plus to manipulate and play with. There is also a memory game for toddlers and preschoolers aged two and over.
All these puzzles and games are themed around household animals, zoo friends, vehicles, dinosaurs and more, based on the many favourite themes explored in the books.
They also boast strong educational benefits. Like the books, they introduce colour and object recognition and encourage sensory exploration through exploring textures. They also help to develop fine motor skills, focus and problem solving.
There is a strong sustainability element too; all these items are made from recycled paper and soy-based ink.
After an extremely well-received launch at Toy Fair in January, these wonderful games and puzzles are due at multiple retail outlets and online stores from autumn/winter 2026, where they are expected to receive a strong pre-Christmas response from parents, carers and gift-givers.
University Games has been in the business of creating, manufacturing and distributing board games, card games, and early-learning toys for over 40 years. Along with its sister company The Lagoon Group it has over 750 lines available, catering for all ages from preschool through to adult, including licensed games and puzzles featuring popular storybook, sport and entertainment characters and brands, as well as a large number of educational and STEM lines.
Published by Usborne since 1999, That’s Not My… is the bestselling touchy-feely book series for babies and toddlers and a gifting favourite for newborns as their first book. Featuring bright pictures, with patches of different textures, the books are designed to develop sensory and language awareness. There is also a little white mouse for children to spot on every page.
The humour, bright colours and distinctive That's Not My… illustrations have inspired delightful ranges from some of the UK’s major names in licensed apparel. Other licensed products currently available include wall stickers, bags and a gift range, with more categories on the way.
Gemma Lewington, Marketing Director University Games, says: “It’s a delight and an honour to be taking this much-loved brand, with its strong and continuing appeal to the very young for over 25 years, to a lovingly designed range of games and puzzles. We have tried to capture the charm, wit, colour and educational qualities of the books and we believe many parents, gift-givers and youngsters will be thrilled with the results!”
Bulldog MD Rob Corney adds: “This is an ideal partnership for a brand that combines learning and fun for small children in a way that also delights parents and carers. University Games has proven expertise in both licensing and STEM, so is ideally suited to translate the qualities that have made That’s Not My… so successful to this range of games and puzzles that, we believe, will be a big hit at retail.”