Asda is expanding the popular George range of Mrs Brown's Boys apparel with a onesie, and to celebrate, the retailer has created the biggest onesie ever.
Teaming with Cooneen By Design, Asda unveiled the extra, extra, extra large version of the popular casual jumpsuit for adults at Asda's Handsworth Road Super Centre in Sheffield.
The official Guinness Book of World Records-certified biggest onesie ever comes in at at 10.26m x 4.4m abd Brendan O’Carroll, creator of Mrs Brown, was on hand to see the mega-onesie and to sign copies of the brand new Mrs Brown’s Boys Family Handbook.
Asda created the huge Mrs Browns’ Boys onesie as part of a massive promotion to celebrate the continuing popularity of its Mrs Brown’s Boys range, which includes an exclusive line of men’s nightwear, underwear and lounge pants supplied by Cooneen By Design.
The range also including a gifting line, mugs, pint glasses, coasters and bingo dabbers from Peter Black, as well as socks from Roy Lowe.
“Mrs Brown’s Boys is extremely popular with our customers and what better way to launch our new exclusive licensed range and biggest ever online onesie stop shop than with an official Guinness World Record?," said Jonathan Tillery, George’s buying director for menswear and childrenswear.
"We sold over one million onesies last Christmas and we’ve stocked up and are set to sell even more this year.
"Customers can’t get their hands on the biggest onesie in the world, but we do have a huge selection of regular-sized onesies in all colours, shapes and sizes, including a replica of the record-breaking onesie for the whole family this Christmas.”
Elsewhere, Michael Joseph published the Mrs Brown’s Boys Family Handbook in October and there is another TV Christmas Special on the way.
The brand shows little signs of slowing down, with a feature film and an animated version of Mrs Brown's Boys on the way in 2014.
The Mrs Brown’s Boys licensing programme, managed by independent licensing and brand development company Rocket Licensing, has enjoyed early success in digital markets, through Voice Express ringtones and apps based on Mrs Brown’s enormously popular catchphrases.
This was followed by the Cooneen By Design, Peter Black and Roy Lowe ranges as well as ranges from Misirli (nightwear and underwear), Trademark Products (t-shirts and sweatshirts), Brand International Group (slippers), Star Cutouts (cardboard cut-outs and facemasks), Danilo (sound cards and print cards) and GB Eye (posters badges and magnets).
“It’s not just telly any more; it’s films, cartoons, apps, keychains, men’s underwear — and now the biggest onesie ever," said Conor Gibney, head of new media and merchandise at Mrs Brown’s Boys production company BocPix Limited.
"Thanks to licensing expertise from Rocket and big-name retail partners like Asda, Mrs Brown is today reaching an audience beyond her, and our, wildest dreams."
Rob Wijeratna, joint managing director, Rocket Licensing, added: “We were thrilled to be asked to manage the licensing campaign of one of the most successful comedy launches in recent years.
"Mrs Brown’s Boys has built on that success and sustain a varied and successful licensing campaign that is still growing. And with the big screen beckoning and even more licensing announcements on the way, the best is yet to come.”
Take a look at the onesie below: