DRi welcomes Pets Rock to its portfolio

The pop culture blend of photography and illustration shows 'pets meeting celebrity'.
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DRi has added the 'pets meets celebrities' brand - Pets Rock - to its stable.

Owned by gift company Takkoda, the range targets teens and young adults and is described as a pop culture blend of photography and illustration.

DRi will act as the UK agent to expand and grow the licensing programme, building the presence of the brand on the High Street.

Key licensees already on board include BB Designs, Park Agencies, Dreamtex and Buttercup.

"The similarities between the animals and their subjects are truly extraordinary," said Alicia Davenport, licensing director at DRi. "The brand already has a strong footing in the fashion and gifting/home categories, and also achieved some fantastic High Street distribution in the likes of River Island, New Look and Topshop, and we will be looking to build on this success as we expand into new categories and initiatives.

"We are very excited to have such an individual brand as Pets Rock join the DRi family and are pleased to be hosting the brand at this year's show."

Kate Polybank, owner and MD of Takkoda, added: "We're thrilled to have Pets Rock in such capable hands. DRi will be able to take the brand to new heights and build on the national and international success we enjoy."

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