The licensing agent will now target the popular Australian children’s book toward the baby market in the U.K.

EUROPE–Penguin Random House Australia has appointed Metrostar to represent the classic children’s book Hairy Maclary & Friends for licensing in the U.K.

Through the agreement, Metrostar will target the brand toward the baby market across apparel, soft toys, puzzles, melamine, greetings, homewares and baby gift.

 “There is strong interest in classic picture books, particularly for the baby market and Hairy Maclary offers something a little different,” says Claire Potter, managing director, Claire Potter. “We especially love Lynley Dodd’s beautiful artwork and bouncing rhymes. Hairy Maclary from Donaldson’s Dairy is going to fit in well at Metrostar.”

The series, which is written by New Zealand-based author Lynley Dodd, also already boasts a U.K. stage show from Nonsense Room.

In addition, Metrostar will debut the brand at Brand Licensing Europe, Oct. 10-12, at stand Q10.

“We approached Metrostar because of their great work with Elmer and Dear Zoo and have been impressed by their considered yet very positive approach to licensing,” says Reagan Croucher, senior brands and licensing manager, Penguin Books Australia. “We are greatly enjoying the process of getting Hairy Maclary ready for BLE.”