BLE 2011: Hallmark unveils Emily Button

Two licensees already on board for the latest property.
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Hallmark has signed up Meller Design Solutions and Aykroyd & Sons for its new brand, Emily Button.

The new property is based on a ragdoll, made from vintage fabrics, buttons and ribbons.

Meller Design Solutions has produced an Emily Button toiletries range, including soaps, bath fizz and bath boxes.

Caroline McCleave of Meller Designs Solutions, commented: "We have been delighted to acquire the licence for Emily Button and feel that she works perfectly for this range. We've spent a long time developing the range to ensure its appeal and are sure it will be a great success."

Aykroyd & Sons will be offering a pyjama set featuring the character and its friends.

Pauline Lonsdale, Aykroyd's design director, added: "We are very please to be working with Hallmark on this new and exciting brand. The brand has tranlated well onto apparel and the design for the PJ is lovely and one that should do extremely well."

Both products will launch exclusively at M&S in mid October and are being backed by the retailer in their Christmas marketing activities and goes on sale this month. The products will be joined by a vast range of Emily Button products from Tigerprint including activity books, arts and crafts, cards, gift presentation and the ragdoll itself.

Julie Mitchell, licensing manager for Hallmark, commented: "To have so many products as part of a launch campaign is absolutely amazing. This and the marketing support being given really does highlight the belief in the brand.

"The ranges look fantasti c and it will be great to see the products finally in store and to seeing them sell."

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