Caroline Mickler Adds New Licenses to Horrid Henry Campaign

Winning Moves’ Top Trumps and John Adams’ Bookeez partner with Novel Entertainment’s kids’ brand.
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License Global

August 24, 2022

Horrid Henry.
Horrid Henry.Caroline Mickler

Caroline Mickler

, an independent licensing agency that builds licensing programs for several major brands, has signed two new licenses for

Novel Entertainment


Horrid Henry


Winning Moves

, a maker of international family favorite games, has launched a special Horrid Henry edition of the classic Top Trumps card game. Meanwhile, games, toys and arts and crafts developer, John Adams Leisure, is planning a Horrid Henry version of its book-making studio, Bookeez. 

The special Horrid Henry edition of Top Trumps contains 30 cards packed full of stats and character bios. All the Horrid Henry favorites are included in the easy-to-carry travel pack, meaning people can play the game anywhere. 

Packaged in a stand-out yellow case, the pack, aimed at children aged six and above, launched at stores and toy retailers in August. 

John Adams’ Bookeez encourages children to express themselves through their own stories, bringing their books, journals, poems and comics to life by decorating, stamping and

stenciling pages using the special Bookeez tools. It also includes Horrid Henry sticker sheets and pre-punched covers so fans can create their own themed stories around favorite fictional characters. 

“Winning Moves is really excited to work with Horrid Henry on this special edition of Top Trumps, combining two much-loved family brands,” says Megan Lowe, senior licensing manager, Winning Moves, U.K. “It’s a great license that has believable, likable and well-rounded characters who celebrate individuality and friendship, all while making us laugh.” 

“We’ve had amazing success with Bookeez but have been waiting for the perfect partner to create a licensed version to reach a whole new audience,” says Lynette Leet, marketing manager, John Adams Leisure. “Horrid Henry is an iconic brand that children love all over the world. Children will now be able to create inspiring stories and cheeky adventures with their favorite Horrid Henry characters.” 

“We’re thrilled to announce these partnerships with two major players in the games market for Horrid Henry,” says Caroline Mickler. “Both licenses underline the continuing strength of the brand across multiple media; they also brilliantly capture the humor and irreverence that make Henry and his adventures so popular.” 

Caroline Mickler will be at Brand Licensing Europe 2022 at booth A162. Find out more info


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