Poetic Brands Receive License for ‘That’s Not My …’

Poetic Brands, specialist apparel licensee for adults, kids and babywear, has announced it has received a license to design, manufacture and distribute apparel for the U.K. market, celebrating one of the most successful children’s publishing brands of the past 25 years, “That’s Not My…” in a deal brokered by Bulldog Licensing. 

Published by Usborne, “That’s Not My …” is a touchy-feely book series for babies and toddlers. Featuring bright pictures, with patches of different textures, the books are designed to develop sensory and language awareness. There is also a little white mouse for children to spot on every page. 

Illustrations have inspired a range of babywear/accessories, kidswear, apparel, footwear and luggage from one of the U.K.’s major names in licensed apparel. Poetic Brands’ “That’s Not My …” collection will be available at retailers across the U.K. this year. 

“With childrenswear an increasingly strong part of our offering, we are thrilled that so many major children’s and family brands have come to us in recent years,” says Elliott Matthews, managing director, Poetic Brands. “‘That’s Not My …’ is firmly established as an evergreen property that is a part of the childhood of millions of children. We’re delighted to be working with this great brand on a range we are certain will be enormously popular.” 

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“‘That’s Not My …’ is a genuine publishing phenomenon, with a strong appeal to many generations of preschool children across the U.K. and a design style ideal for bright, appealing licensed products of the sort that Poetic Brands executes with great skill,” says Rob Corney, managing director, Bulldog Licensing. “We are delighted to be partnering with them in a very important deal to bring this property to the key apparel, footwear and luggage categories.”