Licensed apparel specialist Poetic Brands has signed with the Enid Blyton licensing programme to launch a new clothing rang based on the book series.
In a deal secured by Bulldog Licensing, Poetic Brands is now on board for adult apparel, nightwear and underwear, all launching this summer.
Enid Blyton’s books hold a place in history as quintessentially British, having sold hundreds of millions of copies and regularly featuring in the top ten list of best-selling authors in the UK.
Best known for The Famous Five series which marked its 75 anniversary in 2017, Blyton’s other series include Malory Towers, The Magic Faraway Tree and The Secret Seven.
The author has an international appeal and is the fourth most translated in history – following 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.
‘We are delighted to have signed this agreement,” said 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 is the latest deal in a vast amount of licensing activity surrounding the Enid Blyton brand that already includes greetings cards from Danilo, puzzles from Gibsons and fancy dress from Smiffys.
“Everyone has heard of Enid Blyton and the powerhouse performance of the adult book range has made the brand hotter property than ever,” said 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 am sure 2018 will follow suit.”