BWI Adds Two New Brands

Licensing agency Brands with Influence has taken on two new brands–The Enid Blyton Estate, which is owned by Hachette U.K., and the CBBC star Hacker T Dog.

For the Enid Blyton brand, BWI will represent the author's key brands including classic titles The Famous Five, The Secret Seven and The Naughtiest Girl.

Hot on the heels of a successful McDonald’s promotion with The Secret Seven earlier this year, the appointment highlights Hachette's interest in capitalizing on public affection for these classic titles.

“We continue to see fantastic demand for Enid Blyton’s books and we felt the time was right to expand into licensing,” says Karen Lawler, executive manager of licensing, Hachette U.K. “BWI brought some innovative ideas to the table and were very much in tune with the needs of the Enid Blyton Estate. We are really looking forward to developing long-term partnerships and exciting new products.”

The agency has also signed on to represent the CBBC character and star of the TV series "Hacker Time," Hacker T Dog. His hilarious interview techniques and unique presentation style has resulted in a fan base that ranges from ages 5 to 70 across the U.K.

BWI plans to bring the brand to a variety of licensed products including books, plush, games, gifts, apparel and homewares.

“This is a really exciting opportunity to license a brand and character that has a massive following and some fun, engaging and certainly raucous characteristics that will appeal not only to his fans from CBBC, but to grown-ups too," says Dom Wheeler, director, BWI. "It has been interesting negotiating terms with a canine superstar, but we are finally in a good position launch Hacker at BLE.”

Brands with Influence will showcase both brands at Brand Licensing Europe next week in London.