Novel Entertainment and ‘Horrid Henry’ Team Up with Madlug

The initiative aims to give kids in foster care a bag to travel with.
License Global

July 19, 2022

A "Horrid Henry" backpack.
A "Horrid Henry" backpack.Novel Entertainment/Madlug
Novel Entertainment

is teaming up with social enterprise Madlug to support the company’s mission to support children in foster care.  

Under the collaboration, Novel Entertainment has donated its

Horrid Henry

brand to enable Madlug to create a backpack featuring the popular children’s entertainment property.   

Launching on July 22, the Madlug x “Horrid Henry” backpack will be available in red and blue. As part of Madlug’s “buy one, give one” initiative, for every “Horrid Henry” backpack purchased, a care experienced child will receive a pack-away travel bag.  

The “Horrid Henry” x Madlug backpack, which features a logo specially designed to incorporate Madlug’s brand by House of Fandango’s Lucy Freeth, will be available to buy exclusively from Madlug.com. The launch will be supported by a promotional and social media campaign. 

“As part of our ongoing drive to bring ‘Horrid Henry’ into the area of social impact, it’s a privilege to support and be part of Madlug’s hugely worthwhile mission,”

says Lucinda Whiteley, co-founder, creative director, Novel Entertainment. “Our aim is to continue this collaboration in the long-term and to support Madlug’s enterprise as they make sure every child with care experience knows that they are incredible.”   

“There’s over 100,000 children in care in the U.K. and Ireland and one child enters the care system every 15 minutes, most having their belongings moved in black bin bags or plastic shopping bags,” says Dave Linton, founder, Madlug. This is the first time we’ve collaborated with a company to use their IP to raise funds for the Madlug movement, and we’re delighted to have Novel Entertainment’s support as we give ‘Horrid Henry’ fans the chance to give dignity to children in care. Because no child should be carrying their life in a bin bag.”  

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