New list of partners has been announced to mark 50th anniversary of “Cars and Trucks and Things That Go” in 2024.

License Global

September 14, 2022

2 Min Read
Cover of “Cars and Trucks and Things That Go.”
Cover of “Cars and Trucks and Things That Go.”Penguin Random House

Random House Children’s Books, a division of Penguin Random House, is gearing up to expand Richard Scarry’s franchise with new branded merchandise, new titles and a 50th-anniversary celebration for “Cars and Trucks and Things That Go” in 2024. 

Random House Children’s Books has signed a roster of licensing partners across apparel, accessories, figurines, plush, sleepwear, games, puzzles and stationery categories to create merchandise that contemporizes the Richard Scarry brand while maintaining its nostalgic value.   

Newly signed licensing partners include Bioworld for apparel and accessories, Clarkson Potter for stationery and baby books, Small Planet (Japan) for apparel, accessories and home goods and Uniqlo for baby onesies as part of its global picture book collection program. The products included in the picture book program are currently available in Asia and are expected to hit U.S. stores this fall. 

Super 7 will be launching supersize vinyl figurines in March, and Hatley will launch its first line of raincoats and umbrellas and second line of Richard Scarry sleepwear for fall. The products will be available at an array of leading brick-and-mortar and online retailers, including Amazon, Kohl’s, Target and Barnes & Noble. 

“Richard Scarry is a globally loved and evergreen literary brand with incredible nostalgic value,” says Rachel Bader, director of licensing, Random House Children’s Books. “Enjoyed by three generations of readers, parents all over the world love how Richard Scarry’s books take place in a community setting where young children can learn how the world works while they discover new words and explore independent thinking. We are delighted to have imaginative and unique new products from best-in-class partners hitting retail shelves over the next twelve months as we approach the fiftieth-anniversary celebration of ‘Cars and Trucks and Things That Go.’” 

Related:Penguin Ventures Appoints Senior Category Manager for Softlines Business

The new partners join existing licensees including Yottoy (plush), University Games (games and puzzles), Out of Print (T-shirts, totes, socks) and Workman Press (calendars). 

New publishing will complement the consumer products program, including “Cars and Trucks from 1 to 10,” a 22-page board book (on sale May 2, 2023), and “Sounds of Busytown,” a 14-page novelty sound book (on sale Sept. 5, 2023). The new books and products will enjoy shelf space alongside a series of re-released Richard Scarry picture book mysteries in 2023 including “The Great Steamboat Mystery” and “The Supermarket Mystery” (both on sale March 28) and “The Great Pie Robbery” (on sale Sept. 5).  

Penguin Ventures is exhibiting at Brand Licensing Europe. Register for the event here.

About the Author(s)

License Global

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