Dog trainer aims to expand his brand across categories in U.K. and Australia/New Zealand.

License Global

March 14, 2024

2 Min Read
Graeme Hall, 'The Dogfather,'  Lisle Licensing
Graeme Hall, 'The Dogfather' Lisle Licensing

British dog trainer, Graeme Hall, known worldwide as “The Dogfather,” has appointed Lisle Licensing to extend the reach of his brand, “The Dogfather by Graeme Hall,” in the U.K. and Australia/New Zealand.

The team at Lisle will draw upon Graeme’s expertise as a popular dog trainer who specializes in helping dog owners with behavior problems and providing quick but long-lasting fixes and his motto, “Any dog, any age, any problem.”

Hall is widely recognized as the presenter of the worldwide Channel 5 TV show, “Dogs Behaving (Very) Badly,” which is also streamed on Netflix. He has subsequently taken the series to Australia, with “Dogs Behaving (Very) Badly Australia” hitting screens last summer. Most recently, he has fronted a new show, “Dog Hospital,” on Channel 5, in addition to being an author of two Sunday Times bestseller books about dogs.

Lisle Licensing will focus on broadening brand visibility for “The Dogfather by Graeme Hall” across a range of categories for fans of his TV shows and books, in addition to engaging with consumers who are dog owners. The agency has worked with Hall to update his branding and define his vision of a consumer products strategy, including the development of product lines that will enhance dog training and more general merchandise for owners.

The merchandise plan is split into two focus areas:

  • “Pets in the Home,” encompassing multiple product lines, including sleeping, grooming, cleaning, storage and security

  • “Pets on the Go,” including nutrition, treats, travel, walking, activity and play, plus apparel and accessories

“I am really excited to be developing my own product range with Lisle Licensing,” says Hall. “This feels like a great next step for the Dogfather brand and I am looking forward to sharing these products with dog lovers in the future.”

“We have worked closely with Graeme and his management team for several months to ensure the consumer products program is strategically planned and with a considered approach,” says Francesca Lisle, managing director, Lisle Licensing. “For Graeme it’s important to develop products that align with his work ethics and appeal to both his global fans and client base at multiple category entry levels.

“Having reviewed the current retail landscape, we see a huge opportunity for ‘The Dogfather by Graeme Hall’ brand, already recognized and trusted by millions across the world, and will appeal to licensees, retailers and consumers in the U.K., Ireland, Australia and New Zealand.”

Graeme Hall is managed by M&C Saatchi Merlin Talent agency, which is working in partnership with Lisle Licensing to launch Graeme’s range.

About the Author(s)

License Global

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