Usborne’s That’s not my… book series lands soft toys partner in Rainbow Designs

Bulldog Licensing has secured a new deal for the children’s publishing brand, That’s Not My… with Rainbow Designs on board with a raft of soft toys and baby and infant products.

Published by Usborne, That’s Not My… is a best-selling series of touchy-feely board books aimed at babies and pre-schoolers by the author Fiona Watt and illustrator Rachel Wells. The series has sold over five million books in the UK and over 250 million worldwide.

There are over 50 That’s Not My… titles including, puppy, fairy and teddy as well as a host of seasonal themed books. That’s Not My…Unicorn was published last year as the special 50th title and is the highest seller to date and best selling baby book of 2017.

The new Rainbow Designs range will feature soft toys, developmental toys and wooden toys as well as gift sets and soft teether books. This adds to an existing deal with Dennicci who launched its baby apparel range into Mothercare before Christmas and TU at Sainsburys in July.

“For many little ones, That’s Not My… is their first introduction to books and so the brand is much-loved and instantly recognisable, giving it huge awareness,” said Bulldog’s licensing director, Vicky Hill.

“Licensees are anxious to tap into this, which is translating into significant levels of interest from across the sector.”

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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