Aurora World has been awarded the licence to produce a new Garfield plush range.
Bulldog Licensing – UK representative for the Garfield brand – announced that brand owner Paws, Inc. agreed to the deal.
Other Garfield licensees include Somerbond for men’s nightwear and underwear, J Fox for bags, belts, wallets, hankies and toiletries, Blues Clothing, Brand Alliance and Silverknit for apparel, Sert MST for pet products, Moonpig.com for online greetings cards and Smiffys for dress up.
“Garfield is the perfect brand for plush so we are delighted to be working with Aurora who have a reputation for making high quality products that perform well at retail,” said Bulldog MD Rob Corney.
“Garfield is one of few brands around demonstrating very high levels of growth at retail in the current climate. He has very wide appeal with a massive following amongst both kids and adults; working with Aurora is the perfect solution to appeal right across his fanbase.”
The Garfield cartoon was first introduced in 1978 and is now featured in over 2,100 newspapers across the globe, holding the Guinness World Record for the most syndicated cartoon strip.
Garfield books have sold in excess of 135 million copies to date. Garfield has also spawned two animated television series, two feature-length live-action films, and three CGI animated movies.
Garfield is hugely popular in the UK, which is one of the brand’s strongest markets.
The cartoon strip appears every day in the Daily Mail, the country’s second most popular newspaper with a circulation of nearly 2 million, and The Garfield Show cartoon is one of the top-rating shows on kids’ TV channel Boomerang.
Sales of Garfield product in the first half of 2012 alone shows a rise of more than 340 per cent in comparison to the same period last year.
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