Kids’ book publisher Usborne eyes toy market move with That’s Not My…

Children’s book publisher Usborne is taking significant strides in leveraging itself within the toy trade through a string of new licensing agreements for its hit book series, That’s Not My…

The company has confirmed that collection of toys, games and puzzles targeting the baby and pre-school market will be hitting shelves in the near future, as it reports increased pick up among toy retailers.

Through a series of partnerships secured via its licensing agent, Bulldog Licensing, the publishing company has taken to licensing out its own IP, focusing particularly on the best-selling series of That’s Not My touchy feely books.

2017 was a record year for Usborne’s sales in the UK, driven in part by the current unicorn trend and the popularity of its title That’s Not My Unicorn. Usborne is now the largest UK independent children’s publisher with a recorded growth of six per cent over the 2017 fiscal year.

“We have seen a lot of uplift in toy shops selling our products and a widening of the number of our lines that toy stores are prepared to stock,” Boyd Denton, UK sales and marketing manager at Usborne Publishing told ToyNews.

“In 2019 we hope to see a significant increase within the toy space for That’s Not My… due to some licensing activity in the pipeline. We hope that this licensing activity will lead to the books being sold alongside the toy ranges.

“Licensing our IP is a significant step we can take to leverage ourselves within the toy trade.”

Read the full feature in the upcoming July issue of ToyNews.

About Robert Hutchins

Robert Hutchins is the editor of ToyNews and its sister title, He has worked his way from Staff Writer to Editor across the two titles, having spent almost eight years with both and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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