Licensees Focus


15 Dec - 2020

Apparel manufacturer strikes deal with Rockpool Licensing as the brand celebrates its 40th year

Poetic Brands, the specialist apparel licensee, has signed a deal to create a range of baby clothing and accessories based on the heritage children’s publishing property, Brambly Hedge. The new collection is set to include layette and fashion daywear along with nightwear, snow suits, sleeping bags, accessories and changing bags inspired by the adventures of the iconic community of mice in the idyllic countryside.

Brambly Hedge joins a number of prestigious new children’s partners for Poetic Brands, as the licensee establishes its new Baby, Children’s Wear and Accessories division.

Brambly Hedge began life in 1980 as a series of intricately illustrated books following a family of mice in the English countryside. Written by Jill Barklem, the brand is now celebrating 40 years since its first book was published. Rockpool Licensing, which manages the property worldwide, recently also announced a deal with Lupus Films, which will see the production company adapt the classic stories for screen, initially as a Christmas special, with further episodes to follow, bringing new exposure to the brand and introducing it to a fresh generation of fans.

Following months of our only outings being out in nature due to the COVID19 restrictions, consumers are identifying with Brambly Hedge even more than usual. The exquisite detail of the illustrations, along with the strong representation of the seasons throughout the stories, lend themselves particularly well to licensed products. The brand already has an army of fans, with 22K Instagram followers and 57K Facebook fans, and is already a firm favourite with all adults; parents, grandparents and gift-givers alike.

Anne Bradford, Director, Poetic Brands, comments: “Brambly Hedge is a stunning heritage baby brand with timeless illustrations. With the success of many other evergreen collections before it we are looking forward to creating some exquisite ranges. The nature of the illustrations allows us to literally work through the seasons giving a unique product offering.

Vickie O’Malley, Managing Director, Rockpool Licensing, adds: “We’re thrilled to have the talented team at Poetic Brands on board to develop babywear ranges for Brambly Hedge. The exquisite artwork that so beautifully portrays the changing seasons, nature, family and celebration is so perfect for babywear. At a time when consumers are craving these things in their lives, I wonder if the world has ever needed Brambly Hedge more?!

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