Hallmark making a splash in M&S with Emily Button

Character visit results in 600 per cent product uplift at Brent Cross store.
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Hallmark's new Emily Button property has got off to a flying start at Marks & Spencer stores.

A recent character appearance at the Brent Cross shopping centre results in a product uplift of 600 per cent in-store and 150 new visitors to the brand's Facebook page. Over 100 fans turned up to meet the character during the four hours she was at the store.

There are currently over 35 products in the M&S Emily Button range, including activity books, cards, gift presentation and ragdolls.

Aykroyd's has just released a pyjama set and Mellor has launched a toiletries line.

The Emily Button launch in M&S has been backed by a host of other activity including front page coverage in the M&S Xmas Gift Guide and TV adverts.

"It's great to see such a fantastic reaction to Emily Button so soon after the launch," said Julie Michell, Hallmark's licensing manager.

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