Rocket Licensing has sealed a global direct-to-retail agreement with Mothercare for an exclusive range of licensed products based on the Isabella’s Toybox series of books by writer and illustrator Emma Thomson.
The launch range of Isabella’s Toybox products will highlight a wide selection of apparel for babies, including baby essentials, accessories and gifts. The range will be launched globally this autumn across both UK and international Mothercare stores.
Isabella’s Toybox is already a successful and established publishing brand that has enjoyed strong book, greeting cards and plush sales for a number of years. The range is focused on the newborn market and will have a particularly strong appeal among mothers, relatives and gift buyers.
With a style guide established for Isabella’s Toybox, Rocket is now working alongside Mothercare to build the classic brand, which was first published in 2007.
Barbara Robinson, Mothercare’s buying and merchandising manager, said: “Isabella’s Toybox has all the essential elements to work beautifully for both girls and boys from 0-3, a perfect fit for our customer base worldwide. We are thrilled to be working with Rocket Licensing and Emma Thomson on this beautifully designed and imagined brand, that will enchant so many children across so many regions.”
Rob Wijeratna, Jjoint MD of Rocket Licensing, added: “Emma Thomson’s 15-year proven track record of consistent commercial success worldwide is a strong guarantee both of the quality and popularity of Isabella’s Toybox. We are delighted to be partnering with Mothercare and working with Emma, as we firmly believe that this charming property can become a truly classic global brand for Mothercare for many years to come.”