Boofle expands High Street presence - Licensing.biz

Boofle expands High Street presence

UK Greetings' knitted pup will go on sale in Next, Debenhams, Shop Direct, BHS and Marks & Spencer.
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Boofle, has been a Clinton Cards exclusive since its launch in 2008 and first product launches are now hitting stores across the wider High Street.

A major new retail partner for the brand is Next, which is set to support Boofle across a number of product areas including girls and ladies nightwear, bedding, socks and slippers.

Also on board with Boofle this Autumn are Debenhams, Shop Direct and BhS – as well as Marks & Spencer who will be trialling a girls’ pyjama for Spring.

Alicia Davenport, DRi’s licensing director said, “Boofle’s charm and appeal has already taken the greetings and gift sectors by storm and with an extensive licensing programme now in place across most major product categories, it’s exciting to see Boofle being supported in so many High Street retailers.”

New additions to the licensing programme include Peers Hardy for watches, clocks and jewellery, DMC for needlework and crochet kits and Phone Fashion for branded mobile phones - all scheduled for launch early next year.

Boofle continues to be one of Clintons' key brands and will feature in all key seasons and events throughout 2011. There will also be regular updates to the everyday range throughout the year and to further support the brand, Clintons will be launching a Boofle landing page on their website.

Boofle is also spreading across the world and a network of agents is being put in place with Euro Lizenzen in Germany and Asiana in Korea leading the way.

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