It was one of the highlights at Brand Licensing Europe, and now Hallmark has kicked off the drive for its new brand Emily Button, with a raft of product set to launch from Aykroyd & Sons and Meller Design Solutions.
The new pre-school brand has been developed to ensure educational milestones and skill-based competencies are met, and aims to capture the nostalgia of classic brands, but with a modern day twist.
Meller Design Solutions has produced a children's Emily Button toiletries range including soaps, bath fizz and bath boxes.
Meanwhile, children's nightwear licensee Aykroyd & Sons has created a girl's pyjama set featuring the character and her friends.
Both the pyjama set and the toiletries launched exclusively in M&S and will be join by a collection of products from Tigerprint including activity books, arts and crafts, cards, gift presentation and dolls. The launch is being backed by M&S in its Christmas marketing activities.
"To have so many products as part of a launch campaign is absolutely amazing," said Julie Michell, licensing manager at Hallmark. "This, and the fantastic marketing support behind Emily Button, really demonstrates the belief and passion for this wonderful brand.
"The range looks amazing and it wil be great to see the products finally in-store and seeing them sell."