The apparel licensee Poetic Brands has signed on to create a range of baby clothing and accessories based on the heritage children’s publishing property, Brambly Hedge.
The new collection will include layette and fashion daywear along with nightwear, snow suits, sleeping bags, accessories, and changing mats each inspired by the adventure of the community of Brambly Hedge’s resident mice.
Brambly Hedge joins a number of prestigious new children’s partners for Poetic Brands, as the licensee establishes its new Baby, Children’s Wear and Accessories division.
Brambly Hedge began life in 1980 as a series of intricately illustrated books following a family of mice in the English countryside. Written by Jill Barklem, the brand is now celebrating 40 years since its first book was published.
Rockpool Licensing, which manages the property worldwide, recently announced a deal with Lupus Films, which will see the production company adapt the classic stories for screen, initially as a Christmas special, with further episodes to follow, bringing new exposure to the brand and introducing it to a fresh generation of fans.
Licensing activity for Brambly Hedge begins to pick up following a period of heightened consumer awareness and interest in nature and our natural surrounding, a trend facilitated by the coronavirus pandemic and the subsequent social restrictions that have been taken.
The detail of the illustrations, along with the strong representation of the seasons throughout the stories, lend themselves particularly well to licensed products. The brand already has an army of fans, with 22,000 Instagram followers and 57,000 Facebook fans, and is already a firm favourite with all adults; parents, grandparents and gift-givers alike.
Anne Bradford, director, Poetic Brands, said: “Brambly Hedge is a stunning heritage baby brand with timeless illustrations. With the success of many other evergreen collections before it we are looking forward to creating some exquisite ranges. The nature of the illustrations allows us to literally work through the seasons giving a unique product offering.”
Vickie O’Malley, managing director, Rockpool Licensing, added: “We’re thrilled to have the talented team at Poetic Brands on board to develop babywear ranges for Brambly Hedge. The exquisite artwork that so beautifully portrays the changing seasons, nature, family and celebration is so perfect for babywear.
“At a time when consumers are craving these things in their lives, I wonder if the world has ever needed Brambly Hedge more?!”