Pets in Entara?s pockets

Firm awarded UK and Ireland licensing rights of popular MEG brands.
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Entara has acquired the toy brands, Puppy in My Pocket and Kitty in My Pocket as it expands its property portfolio.

The firm aims to immediately roll out a comprehensive marketing and licensing programme to build on the success already experienced by the girls’ brands.

Karen McNally vice president licensing and marketing Entara said: “With the combination of our extensive expertise and exciting new products scheduled for launch in autumn 2008, we are confident we can contribute to making these little toys into an even bigger hit!”

Joe Morrison, founder of MEG added: “In My Pocket is growing at an astonishing rate and we are delighted with the expanding retail space the brand is getting in the UK. Having gown In My Pocket into a major brand in the mini collectibles category, we now look forward to working closely with Entara who we are confident will take the brand onto a whole new level”.

The classic design of the toy and the visual appeal of the graphics lend themselves well to licensing opportunities. Coupled with Entara’s expertise in the UK and with an exciting programme of future releases stretching well into the future, there are going to be some significant developments to watch out for,” Morrison said.

The In My Pocket brands are aimed at four to seven-year-old girls. According to the NPD, more than 8.5 million puppies have been sold in the UK since its launch in December 2005 while an estimated 2.5 million kitties will have been sold by the end of this year.

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