Start-up firm Bulldog Licensing has been busy signing agreements for its first property, Little Ewe.
The company acquired the rights to the design-led brand, which was created by World of Wishes, recently formed by three giftware and greetings creatives who have been responsible for creating bestselling character lines for the likes of M&S, Hallmark and Birthdays.
Danilo has acquired the licence for greetings cards, wrap and tags, while Posh Paws has taken a licence for plush toys and gifts.
"Our core areas are greetings cards and gifts and I am pleased to announce that Danilo and Posh Paws share our enthusiasm for this marvellous property," said Bulldog's Rob Corney. "These two companies form a dream team for these particular areas and I am really glad that they have come on board."
Little Ewe is a sheep who has wandered away from the flock and got lost. On his travels he meets up with friends such as Popcorn Pig and Lilac Moo, a cow. Whenever he meets his friends, they give him a hug to help him on his journey.
Corney believes that the hugging theme is one reason why Little Ewe is the perfect gift property.
"When people hug they tend to lean to the right which puts their two hearts together. It might sound a bit cheesy to talk about two hearts beating as one, but it's true and it's the perfect metaphor for Little Ewe."
Among the events planned in the future include a charity fundraising venture aimed at getting the largest number of hugs in a specific time period. Bulldog will be contacting a number of major shopping centres with a view to playing host to the Little Ewe Hugathon.