JELC signs up The Froobles

Top That's fruit and veg themed pre-school books to venture into toys, food and more.
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JELC will manage global licensing for The Froobles and thinks that the brand has "enourmous potential".

The Froobles is a series of 12 books focusing on fruit and vegetable characters – including Billy Banana, Little Jack Potato and Penny Pineapple – who teach the virtues of healthy eating while on their various adventures.

Since Top That released the 12 books in October 2011 sales have soared past the 400,000 mark.

Top That publishes the Froobles books in the UK and USA and has co-publishing deals in Australia/New Zealand, Brazil, and South Korea and has apps available on iOS and Android. 

Initially JELC and Top That will target toys and games, electronic learning, apparel, food and drink and arts and crafts. Bedding, melamine, toiletries, décor, dress up and role-play, greetings, partyware, luggage, bags and more will follow. JELC has plans to expand the licensee and publishing base across existing and new regions.

Dan Graham, Top That publishing editorial director, said: “The brand is quickly gaining recognition in sectors outside our traditional print and digital business channels. Therefore, we are delighted to have appointed JELC as the exclusive worldwide licensing agency for our little characters learning big lessons about growing up.”

Janet Woodward, director, JELC, adds: “Even at this early stage, the buzz around The Froobles is very strong and this unique and delightful brand clearly has enormous potential. That’s why we were thrilled to be chosen as global licensing agent for the brand. We’re looking forward enormously to continuing the excellent work Top That! has done in bringing the Froobles to a very receptive market.”

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