Intelex signs three-year Boofle toy deal - Licensing.biz

Intelex signs three-year Boofle toy deal

A heatable Boofle Bear will hit shelves in July, priced at £19.95.
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Intelex has reached a three-year licensing agreement for Boofle, which will see it produce an official heatable soft toy.

Northamptonshire based Intelex signed the deal with DRi Licensing.

The soft toys will be filled with treated millet and gently scented with lavender, making "the perfect little warming bed-time companion for children and fun-loving adults".

The Boofle brand has sold over 19 million greeting cards in Clintons since its launch in 2008. 

"It's a well-established and popular brand and the potential for sales growth is predicted to be huge for Boofle, given it has now been opened up to be sold across all manner of national and independent UK retailers," read a statement.

Darren Ingram, Sales Director at Intelex, said: "We’ve seen the success of applying our Intelex heatable technology and safety standards to our licensed products like Gromit, Bagpuss and Shaun the Sheep.

"If historical sales of the Boofle brand through the Clintons chain is anything to go by, a heatable Boofle will be well received by consumers and retailers alike and presents an excellent opportunity to expand the popular heatable category even further."

Boofle cards are selling on shelves in supermarkets and in WH Smith, House of Fraser and Boots. 

DRi has also outlined its plans to extend the brand into babywear, ladies nightwear, chocolates, toiletries and homewares.

Intelex's Boofle Bear product is expected to be available from July 2013 with a planned RRP of £19.95. 

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