Hallmark is expanding its Emily Button property in the U.K. with character appearances and consumer products. The new character made its public debut in October at the M&S store in Brent Cross shopping center in the U.K. More than 100 fans attended the four-hour event. The appearance resulted in a 600 percent in-store sales increase, according to Hallmark.
There are currently over 35 products in the M&S Emily Button range, including activity books, cards, gift presentation and a ragdoll. In addition, Aykroyd’s has released a pajama set and Mellor a toiletries line.
"It's great to see such a fantastic reaction to Emily Button so soon after the launch," says Julie Mitchell, licensing manager at Hallmark U.K. "She had a whole host of brilliant feedback at Brand Licensing Europe and we’re pleased to see that the appeal is translating into sales at retail.”