Retail boost for DRi's Boofle

Sentiment brand set to make its mark with listings in national accounts and indie retailers.
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The Boofle brand will see a significant uplift in distribution this year, as key licensed lines begin to hit High Street national accounts and independent retailers.

The DRi character has already sold more than 19 million greetings cards in Clintons stores since its launch in 2008.

In addition to this, Boofle cards are on shelves in Asda, Sainsbury's and Tesco stores, as well as being listed with WH Smith and House of Fraser. Boots is also listing Boofle cards, along with key gift lines this month.

Also from this month is a range of gift dressings including flat wrap and tag, roll wrap and a selection of boxes and gift bags.

New licensed collections will further boost Boofle's profile this year. Launches are already lined up for an extensive stationery and bags range from Blueprint Collections, microwavable plush toys from Intelex and chocolate products for grocery account distribution from Kinnerton.

Deals for toiletries and kitchen/homewares ranges are also in discussion.

"Boofle is already a sensation on the greetings scene and this year's extensive licensing activity will strengthen Boofle's growing High Street presence," said Alicia Davenport, licensing director at DRi. "We are delighted to be introducing Boofle to a whole new customer market in 2013 and bringing an exciting level of development to retail."

Boofle apparel will also be expanded following the success of the existing business within the grocery and High Street accounts during 2012.

New babywear, children's day and nightwear and ladies nightwear collections will launch. The babywear programme has received a boost following the launch of a new nursery-themed style guide. Deals already in discussion include baby apparel and bedding.

Finally, the first Boofle app has had 2,500 downloads following its launch in December. Plans are in place for further apps, while the character also has 3,470 Facebook fans and 1,400 Twitter followers.

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