Lisle Licensing will focus on broadening brand visibility for The Dogfather by Graeme Hall across a range of categories that will appeal to fans of his TV shows and books.

Described by The Telegraph as ‘Britain’s best dog trainer’, Graeme Hall is known not just in the UK, but worldwide, as The Dogfather. Graeme has appointed Lisle Licensing to extend the reach of his brand, The Dogfather by Graeme Hall, in the UK & Australia/New Zealand. Graeme is managed by M&C Saatchi Merlin Talent agency, which is working in partnership with Lisle Licensing to launch the range.

The team at Lisle will draw upon Graeme’s expertise as a highly regarded dog trainer who specialises in helping dog owners with behaviour problems and has a reputation for providing quick, but long-lasting, fixes. His motto is ‘any dog, any age, any problem’.

Lisle Licensing will focus on broadening brand visibility for The Dogfather by Graeme Hall across a range of categories that will appeal to fans of his TV shows and books, in addition to engaging with consumers who are dog-owners. Lisle has worked closely with Graeme to update his branding and define his vision of a consumer products strategy, including the development of bespoke product lines that will enhance dog training and more general merchandise for owners.

The merchandise plan is split into two focus areas:

• Pets in the Home encompasses multiple product lines including sleeping, grooming, cleaning, storage and security.
• Pets on the Go includes nutrition, treats, travel, walking, activity and play, plus apparel and accessories.

Graeme said: “I am really excited to be developing my own product range with Lisle Licensing. This feels like a great next step for the Dogfather brand and I am looking forward to sharing these products with dog lovers in the future.”

Francesca Lisle, managing director at Lisle Licensing, said: “We have worked closely with Graeme and his management team for several months to ensure the consumer products programme is strategically planned and with a considered approach. For Graeme, it’s important to develop products that align with his work ethics and appeal to both his global fans and client base at multiple category entry levels. Having reviewed the current retail landscape, we see a huge opportunity for The Dogfather by Graeme Hall brand, already recognised and trusted by millions across the world, and will appeal to licensees, retailers and consumers in the UK, Ireland, Australia and New Zealand.”