After debuting at BLE 2010, hit children’s brand Hari’s World will once again be making an appearance at Brand Licensing Europe.

Hari’s World is an exciting and imaginative property that features Hari the Elephant and a cast of other loveable characters. A Hari’s World book series is available and the beautifully illustrated stories are all about having fun and enjoying life, but are also particularly innovative as subtle safety messages are woven into every adventure. The success of the books has led to extension into the licensing sector and Dowman Soft Touch is on board with an adorable plush range based on the characters. The books have proved a big hit with children, who love the brightly coloured illustrations and the fun, exciting and imaginative storylines, whilst parents and grandparents have embraced the subtle safety messages that teach children about safety awareness in all areas of life. The latest title in the series - Hari at the Park – has just launched and the publishing programme is set to feature ten books in total.

The Hari’s World Series and the plush range are currently available in retail outlets across the UK, including gift shops and garden centres; the brand is also proving to be a huge hit in major zoos and animal attractions and product is currently listed in ZSL London Zoo, ZSL Whipsnade Zoo, Bristol Zoo, Edinburgh Zoo, Drummond Safari Park and The Deep aquarium in Hull. This presence has been bolstered by special ‘Hari Days’, which have seen Hari and friends make appearances to promote the Play Safe message. Two Hari Days have already taken place at Drummond Safari Park, whilst The Deep played host to Hari and friends on August Bank Holiday and further events are planned for later on in the year.

Discussions are well under way with major high street retailers who are interested in stocking the products, whilst Dowman is currently presenting Hari’s World to markets across Western Europe. New licensing opportunities are now being explored in categories such as interactive toys, collectables, board games, musical products, and interactive games and applications.

The Hari’s World SafetySack® was also launched earlier this year and is proving a big hit at Nursery and Primary level. Available through catalogue groups such as Findel, ESPO, Demco, Early Years Resources and more, it is designed to address the needs of the Schools curriculum through ‘Every Child Matters’ and ‘Be Safe’ and allows teachers to engage children in a fun, exciting and imaginative way with books, hand puppets, games, puzzles and more - a concept that is allowing Hari’s World to be considered beyond traditional retail routes.

The growing awareness of Hari’s World has also led to a joint initiative with the Royal Life Saving Society (RLSS) promoting child safety in and around water. The teams have already started work together as part of a schools programme, working alongside Olympic and Commonwealth swimmers, and recently came together on the British Gas Great Swim Series both in the North and in London, with a number of further events set to follow including the Great Scottish Swim in September.

“We are very excited about presenting Hari’s World at BLE 2011 and are looking forward to meeting with potential licensing, promotional and retail partners who are interested in becoming part of the Hari’s World story,” says Tris McGee, Managing Director of Hari’s World. “The brand has had a big impact and awareness is growing all the time through a burgeoning retail presence and immensely popular promotional activity schedule. With books and merchandise performing well we are also looking at the brand’s potential in terms of broadcasting and are busy presenting all characters and scenes for conversion to screen animation.”