The licensing campaign for the Horrible Histories brand is set to step up a gear in 2013, as the property celebrates its 20th anniversary.
Scholastic Children's Books and Creative Rights Agency co-hosted a licensee summit for the brand, unveiling an extensive marketing plan.
"In 2013 we have a perfect storm of promotional activity for all licensees," said Richard Scrivener, MD and founder of Creative Rights. "Newly appointed master toy licensee, Worlds Apart, launch their range of mini collectable play packs, action figures and play-sets at Toy Fair - backed by a TV ad campaign running throughout the year.
"Elgate Products, building on their successful showing at the NEC Autumn Fair, will have their entire collection of Horrible Histories giftware and stationery in store."
In addition to this, Creative Rights has also secured Cohen and Wilks in the apparel category, while discussions for a bedding licensee are almost concluded.
Scholastic, meanwhile, has in place a promotional plan that includes key retail activity alongside grass roots events.
Lisa Edwards, publishing and commercial director, said: "Scholastic will celebrate 20 years of Horrible Histories with a nationwide consumer campaign that will support the licensing and expansion of the brand, whilst enabling book shops to celebrate the success that began with them.
"There will be a range of re-formatted titles designed for the 'Wimpy Kid' generation, a campaign involving 'vile volunteers' and a series of consumer-facing events up and down the country."
The TV series will also return on CBBC in spring 2013.
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