Boofle licensing drive ramps up

DRi lining up raft of activity for sentiment brand in 2010.
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Sentiment and greetings brand Boofle will make further inroads into the licensing industry in 2010, with DRi lining up a raft of activity across various categories.

Launched into Clinton Cards in summer 2008 as a greeting card collection, a range of plush and gifting soon followed.

All lines have experinced strong growth, and next year will see Boofle expanded into every season/occasion, with over 200 new gifts, including a World Cup range and Boofle Baby gifts being launched.

The character will be Clinton's main theme for Valentine's Day, with all window and in-store POS given over to Boofle branding. A number of Boofle 'weeks' will run during the year to further support the brand.

DRi has big plans, too, on the licensing front. It has signed a number of deals, including an apparel licence which will cover babywear, girls and ladies wear, plus a sock deal with Roy Lowe & Sons. Finsbury Foods will be launching a range of celebration cakes and Character World will have bedding and bedroom accessories. A number of other categories are also due to be announced shortly.

"Boofle's success in the greetings card sector has been phenomenal," said Alicia Davenport, DRi's licensing director. "There's something unique and very appealing about this character that people find irresistible - and we're really excited to be extending the distribution of new lines across the High Street."

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