Karen Addison Associates has been appointed by The Thelwell Estate to build the licensing programme for the Thelwell brand worldwide.
The cartoons of Norman Thelwell have been appreciated for more than 60 years, since his first cartoon was published by Punch in 1952.
He was known as an unofficial country cartoonist, inspired by countryside pursuits and employment, farm animals, horses and landscape. The 'Thelwell pony' was born when he produced some cartoons for Punch on the theme of girls riding ponies.
Thelwell's first book - Angels on Horseback - was published in 1957, with 31 publications following on subjects including ponies to cats and dogs, children, fishing, sailing, gardening, golf and stately homes among others.
"There are some wonderful Thelwell products already available around the world, but we will be focusing on expanding the range and distribution and finding retail partners to help give the brand the exposure it really deserves," said Karen Addison.
David Thelwell, Norman's son and rights director at The Thelwell Estate, added: "We are delighted to be working with Karen Addison Associates as merchandising agency for Thelwell and look forward to expanding our publishing and merchandise programme with them."
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