Le petit prince a de grands projets, or for the rest of us: The Little Prince has some grand plans in the licensing space, as the famed French children’s title takes up residence with Those Licensing People.
The iconic children’s character has been an international hit since its creation in the mid 1940s, where – first published in the USA where its author, French aristocrat, Antoine de Saint Exupery was exiled – it has never been out of print. The title has been translated into more than 300 languages and has more than 200 million books in circulation.
Further to this, the brand has amassed millions of views across social media and broadcast platforms such as Facebook, Netflix and YouTube, has already inspired two theme parks, two museums and currently has more than 160 worldwide licensees.
De Saint Exupery himself disappeared during the final years of the war and never had the opportunity to enjoy the success of his literary works. However, to this day he remains a national hero who died during the liberation of France and his most famed work.
The brand’s French owner, SOGEX has now named Those Licensing People its UK representative for the next two years. TLP will look to widen the market, establishing a direct to consumer channel to deliver gift product and apparel, as well as stationery.
Those Licensing People will also introduce The Little Prince into its KidsCast portfolio, developing a game based on the flight of the Little Prince in his Bi-Plane.
The historic story of The Little Prince is recognised as one of hope and salvation, initially conceived as a children’s book but realistically more of a philosophical work and symbolic of the times when it was written. It carries a message at the end of a war that had taken so many lives.
The story of Antoine De Saint-Exupery so captured the national feeling at the time that Guerlain, the famed Paris parfumier, created a perfume celebrating the book and its author, called Le Vol au Nuit.
Russell Dever, MD of Those Licensing People, said: “I am truly delighted to have secured an agreement to represent one of the world’s most endearing and enduring classic brands. With a roster of global licensees that most brands can only dream of, the TLP team and I are so excited to engage with new audiences and re-ignite this much-loved property across the UK in the coming months. The Little Prince really will have his day again very soon in the UK.”