Hallmark Expands Emily Button

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.”