Fran Huxley from New Phase talks us through the plans for the popular Emma Thomson-designed brand.

Felicity Wishes relaunches with new designs and new licensees

Firstly, can you give us some background to the brand?

Felicity Wishes was launched in 2000 with merchandise appealing to girls aged three to five, the books being taken up by girls aged five to nine and stationery and greeting cards being sought after by 18-35 year olds. Felicity Wishes is being relaunched in 2013/14 to appeal to girls of all ages with the main focus on younger girls. There are in the region of 6000 Felicity Wishes images available. 300 cards were originally published and sold by Danilo.

How many books have been sold to date?

To date over 100 books have been published by Hodder and Stoughton and sold in 22 countries. Over six million books have been sold. The best seller being Friendship and Fairy School which has sold almost half a million copies. A 56-issue partwork was published by GE Fabbri in the UK, France, Poland and Russia.

How are you looking to relaunch Felicity Wishes?

Fran Huxley, trading as New Phase, has been appointed by Emma Thomson on a global basis to licence Felicity Wishes across all product categories. All of the original artwork is available to licence but a new design style has been introduced which will appeal across multi categories. Danilo signed a new licence in 2013 to launch an exciting new range of cards and calendars for 2014. Immediate Media will feature Felicity Wishes in its Blossom magazine in 2014. Signature Publishing will be featuring Felicity Wishes in its Fairies magazine from May 2014. Discussions are underway to launch new Felicity Wishes products for Christmas 2014 covering toiletries, hair and beauty accessories and apparel. Target areas for autumn 2014/spring 2015 include apparel, stationery, gifts, food & confectionery and homewares.

Are you planning any other kind of promotional activity around the brand?

An agreement has been signed with Dreams Come True for Felicity to become an ambassador for the charity. A life-size costume is being made to help Dreams Come True present wish gifts from their sponsors to their Dream children. She will also run in marathons and attend events. The Dream Tea Event is being launched at Hamleys in June 2014 and will be a key event for Felicity and her commercial partners to attend. Felicity Wishes pin badges and t-shirts have been licensed to Big Badge and Digital Giving to help raise valuable funds for the charity. Other projects are under discussions to help raise additional funds and will be announced over the coming months. Emma Thomson and Felicity Wishes will be featured in some high profile press coverage as part of the Dream Tea Marketing and PR campaign.

Find out more about Felicity Wishes by contacting Fran Huxley on 07950 167267 or email her by clicking on this link.

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