BLE NEW EXHIBITOR SPOTLIGHT: Hari's World - Licensing.biz

BLE NEW EXHIBITOR SPOTLIGHT: Hari's World

Firm looking to build brand awareness of its Hari and Friends series.
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Hari’s World (stand 498) will be showing its safety book series featuring Hari and Friends.

With a core message of safety awareness underpinning each adventure, the characters explore the challenges facing young children in keeping safe. The stories are aimed at a three to seven year-old target market.

The Hari Child Safety Awareness Series was introduced in November 2008 with the first book in the series, Oops Hari. The second book, Hari at Home, was launched at the London Book Fair in April 2009. Titles to follow see the characters in various adventures along the beach, in the hills, on holiday, along the road, in the playground, and more.

Creator and managing director of Hari Books, Tristan McGee, comments: “With Hari’s World we have a unique concept and an original approach to a subject which is close to consumer hearts. 

To identify a concept and character in this field that children simply love and parents embrace is a unique achievement. Hari will set standards offering a new type of licensing alternative.”

The company has a focused strategy for building consumer awareness for the series. Brand awareness is being driven by retail promotions, in-store events and a PR push. The firm also runs a schools outreach programme, which is now being expanded to include hospitals. 

The interactive web site www.HarisWorld.com offers safety related games using themes drawn from the books for teachers, parents and children alike. A viral marketing campaign is also building on the increase in consumer awareness and interest.

Finally to continue to build awareness, the company is in discussions with a UK national federation with the view to it adopting the Hari character as its mascot and jointly publishing a Hari book to place in schools as part of its national campaign. 

Based on the level of international interest from the events so far, the series is now entering new territories. With many routes to market, the company hopes Hari is destined to become the standard for child safety in the UK and elsewhere. A Mini Moe Series featuring Hari’s best friend Moe Mouse is also in the pipeline to further expand the brand.

As for BLE, the firm is hoping to increase its licensing programme. McGee says of its plans: “Our experience from the London Book Fair is that a presence at Brand Licensing Europe 2009 is essential to demonstrate to the wider licensing community the early potential of this property. 

We will be showcasing a range of core category products to illustrate the scope of our unique licensing proposition.”

One of the main areas of licensing the firm is actively seeking to sign a deal on is with co-production partners to develop Hari and Friends into an animated series. McGee explains: “All characters and environments are built in cinema 4D, and are ready and perfect for animation.”

Hari and Friends is also available to licence in a number of categories, including art and design; children's/baby products; console games and computer software; DVD/video; mobile/internet; publishing and books; sporting goods/outdoor products; stationery and paper goods and toys, games and hobbies.

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