CPLG's first direct to retail deal with Mothercare has got off to a good start, with initial Horrid Heny apparel flying off the shelves, according to the firm.
Sales of nightwear, which launched last week in as many as 100 key stores nationwide, have been strong, which bodes well for the release of slippers and socks (going in-store imminently) and the next wave of apparel and footwear (planned for distribution in spring 2009).
"To have secured an apparel DTR so early on in the Horrid Henry licensing programme is testimony to Henry's huge popularity, as well as our long-standing relationship with Mothercare's great Kids Essentials team," said Tim Juckes, category director at CPLG.
Barbara Robinson, senior merchandiser at Mothercare Essentials, added: "We are confident that Horrid Henry is an ideal fit for our customer base and will be an exciting new addition to our licensed character range."
The launch of the Horrid Henry apparel, aimed at four to ten year-olds, will be supported online and through in-store activity and PR.