Belle and Boo increases global reach with Japanese merchandise deal

British lifestyle and gift brand Belle and Boo has signed with Japanese licensing agent, Cosmo Merchandising, offering a range of plush, stationery and paper products for the brand.

The new deal forms part of the award winning brand’s strategy to secure licensing agents and partners in key international markets.

The drive to find agents has been spear headed by Belle and Boo’s co-directors Patrick and Kate Shafe and creative director and founder, Mandy Sutcliffe.

"We are thrilled to sign with Cosmo as we believe the Japanese market holds enormous potential for us," said Patrick Shafe.

"We have already signed a publishing deal for the Belle and Boo books with Iwasaki Shoten, who often partners with Cosmo, so it was a natural progression to create an extended range of products that will appeal to consumers who buy and treasure the books.

"I am certain that this deal will help to give Iwasaki continued confidence to buy in to the future book and product range."

Belle and Boo is already well established in the UK, selling through more than 300 retailers with several licensing partners including Churchill China, Orchard Books, John Lewis, Elite and Blueprint Stationery.

The firm is now seeking worldwide licensing partners and has recently brokered deals in Australia and Spain with more to follow.

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