Charlie's Ark looking to grow - Licensing.biz

Charlie's Ark looking to grow

After success in plush and greetings, popular sentiment brand is eyeing new categories.
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Sentiment brand Charlie's Ark is looking to push into new categories following success with its initial plush and greeting cards lines.

Charlie's Ark was created by Mike Payne, who was also responsible for the creation of the Me To You bear, Tatty Teddy.

Since leaving the firm four years ago, Payne has written over 20 stories about Charlie and his adventures, each encompassing traditional values and moral learnings.

There are currently licensees on board for greeting cards (Paper House) and plush (Posh Paws). The firm - which is keen to manage the development of the brand carefully - is currently in discussions with a number of leading publishing companies to create a series of books.

In addition, it is actively looking for potential partners in animation, as well as for product in the nursery, apparel, ceramics and additional gifting lines.

Over the coming months, expect to see increased marketing activity to build on the existing consumer brand awareness. To assist this, a fanclub has been created on the website where visitors can view animation and hear Charlie's theme song.

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