Bulldog Licensing to represent kids’ publishing brand, That’s not my…

Bulldog Licensing has signed a new deal to represent the children’s publishing brand, That’s not my…

Published by Usborne, That’s not my… is the best-selling series of board books aimed at babies and pre-schoolers, written by author Fiona Watt. The series has sold over five million books in the UK and more than 20 million worldwide.

There are over 50 That’s not my… titles including That’s not my puppy, That’s not my fairy and That’s not my teddy, as well as a number of seasonal favourites including That’s not my chick for Easter and That’s not my elf for Christmas.

Each page features a different texture, such as soft fur or crinkly skin, which is designed to encourage sensory awareness and interactive play.

That’s not my Unicorn, published this year as the special 50 title, is the highest seller to date, and was the best-selling baby book of 2017.

Dennicci is already on board for baby apparel, which launched in Mothercare just before Christmas and Bulldog is currently in talks with several potential partners across a range of categories.

“That’s not my… has rapidly become an intrinsic part of childhood and virtually every toddler (and parent) in the country is familiar with these delightful books,” said Bulldog licensing director, Vicky Hill.

“This gives the property huge potential and judging by the reaction we are getting from the licensing community this is set to be a massive brand.”

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