The firm is planning to roll out a comprehensive licensing programme with immediate effect covering all major categories (excluding toy and confectionery).
The In My Pocket brand is owned by MEG, a California-based product development, manufacturing and licensing company specialising in children’s character lines, toys and licences. In the UK, the core toy and confectionery lines are distributed by Corinthian.
Having sold more than 65 million puppies, kitties and associated play sets worldwide since the launch in 2006, the popularity of the new look In My Pocket range is nearing the levels of success it achieved in the Nineties.
Puppy In My Pocket is the fastest growing girls collectible toy this year (source: NPD), with 8.5 million individual puppies having been sold in the UK since its launch in December 2005. Meanwhile, Kitty In My Pocket launched in January, and is on track to sell 2.5 million in the UK by the end of the year.
“This year we have been proactively expanding Entara’s property portfolio and our latest acquisition, In My Pocket, is the perfect new addition,” explained Karen McNally, VP of licensing and marketing at Entara. “Our aim is to build on the success of this family brand with a strong marketing and licensing programme.
“With the combination of our extensive expertise and exciting new products scheduled for launch in autumn 2008, we are confident we can contribute to making these little toys into an even bigger hit.”
Joe Morrison, founder of MEG, added: “We now look forward to working closely with Entara who we are confident will take the brand onto a whole new level.”