BLE 2019: Author and illustrator Laura Wall talks her latest children’s brand, The Toozles

The award-winning children’s book author and illustrator, Laura Wall is heading to Brand Licensing Europe for the first time this year, where she will be launching her latest property to the children’s IP space, The Toozles.

As a first time exhibitor, the 34 creator of the children’s book series Goose, and talent behind the fine art illustration collection, Seaside, is feeling energised about her licensing industry debut, not least because Wall’s appearance is coming off the back of yet another major win within the art world.

Wall’s gallery has just been voted Devon’s Best Art Gallery 2019, adding to a cabinet of accolades that include Devon’s Best Art Gallery in 2016 and National Entrepreneur of the Year 2016. It’s the kind of recognition enough to put a spring in anyone’s step.

For Wall, BLE 2019 will be all about showcasing her latest. Aimed at four to six year-olds, The Toozles is a collection of a bizarre-looking pocket-sized creatures that can only be found in the most ancient of woodlands, with ‘personalities as sparkling as the colour of their fur.’

The Toozles love and respect their woodland home and there is a nod to the importance of caring, respecting and nurturing the natural environment around them, and essentially, humans. Yes, it does all sound very quaint, and very Devon; and as luck would have it quaint and Devon tends to do very well.

Already, the author and artist’s Goose books – published by Award Publicatios – have seen a global success, and are now available in 40 countries across the world. On top of that, they’ve also been credited with a Book Trust Recommended Read 2018, a Silver award in the Progressive Pre-School Awards in 2016 and ‘Goose’s Cake Bake’ is shortlisted in the Toddler Category for the Sheffield Book Award in November 2019. 

It’s by bringing her new brand, The Toozles, to BLE this year, that Wall hopes to mirror just some of that success.

“With Goose already established as a successful book series and continuing to sell in ever increasing quantities globally, BLE offers me the opportunity to capitalise on their popularity and securing third party licensing partnerships in a diverse range of product categories,” Wall tells  

“The timely launch of my new brand – The Toozles – with a focus on publishing – and the decision to extend my ‘Seaside’ illustrations into the Gift arena, at the biggest licensing ‘hub’ in Europe, BLE is absolutely the right platform to open unlimited partnership opportunities over the three days.”

Inspiration for The Toozles came to Wall a few years ago. Wide awake at midnight, the artist was driven to thinking about the creatures that lived in a woodland near her home.

“I wanted children to think they could come across a Toozle if they looked hard enough. Over time it got me thinking about how we can encourage children to discover nature and enjoy the outdoors. I often look for fairy houses with my niece when we go to a woodland, where someone put a door in the root of one of the trees;  this has been a source of excitement for many children over the years.

“I wanted to create something that ignites a child’s imagination, doesn’t take itself too seriously.  The Toozles is just plain silly at times.”

Over the years, Wall has seen children respond to readings of her Goose stories, encouraged by the reception her creations have received in classrooms across Devon.

“Curiosity, nurturing a love of reading and storytelling and encouraging children to use their imaginations is what motivates me when writing an illustrating,” she says. “Releasing this brand new series (The Toozles) is a dream of mine, which I hope will encourage all these attributes in young readers.”

All Laura’s brands are available for licensing.  Please come and see us in the Publishing Pavilion, C102.

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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