DRi has signed up to represent World of Happy, a new brand from Giles Andreae, the creator of Purple Ronnie. World of Happy is Andreae's first children's brand.
Currently, Egmont Books is the property's master publisher and 13 picture books will be released in spring 2011, backed by a national PR and advertising campaign. A "World of Happy" animated series (13x2) is regularly aired on CBBC.
"Giles' creativity knows no limits," says Alicia Davenport, licensing director of DRi Licensing. "World of Happy has the potential to establish itself as a major publishing franchise—these are not just stories, but modern day fables that will teach children about really important and heartfelt values. Plans are well under way for the development of a strategic and long-term licensing program, which will reflect the essence of the brand."