The team behind new 'make and create' brand iDoo-B-Doo is making a foray into the licensing industry, appointing JELC as its agent.
The brand is underpinned by a series of illustrated stories and a forthcoming TV adaptation.
The initial licensing focus is on greetings cards, arts and crafts, publishing, homeware, stationery and apparel. Although most relevant children's retail will be targeted, arts and crafts stockists will be a special focus.
The first licensed products will be available in the UK later this summer.
JELC will also be working with Flix Facilities as partner for TV development.
iDoo-B-Doo focuses on the core values of friendship, creativity, positive thinking, sharing, good manners and interactive play, with the style guide reinforcing these.
"We have worked with many original brand concepts but none quite like iDoo-B-Doo," said Janet Woodward, joint MD at JELC. "It's a winner not only for its illustrations and writing, but also for the way it brings together creativity and positive thinking in a brand that has massive potential appeal to little girls, their parents and gift buyers - and we're certain many licensees."