Lupus Films announced its first licensing partners for Mog TV, as anticipation builds for the release of Mog’s Bad Thing – the brand-new, hand-drawn half-hour animated special from the Mog series based on the beloved books written by Judith Kerr, published by HarperCollins Children’s Books.
The Blues Group, who will launch babywear and childrenswear from Spring 2027, followed by additional ranges including adult nightwear; and Danilo Promotions, who are developing a delightful range of cards, gift wrap, gift bags and gift tags, are the first partners in the multi-category licensing programme designed around the film adaptations of the iconic cat character.
The new licensees join an established portfolio of partners for classic Mog, including Aurora World (plush), University Games (board games), Tonies (audio players), Robert James (sculptures, launched at the 2025 Chelsea Flower Show), plus more in the pipeline.
As Lupus Films builds significant momentum behind Mog TV its licensing programme is set to expand further across multiple categories, assisted by a new premium style guide to ensure every product captures the charm, character and artistic integrity of the animation. Featuring authentic film assets and exclusive hand-drawn poses by director Robin Shaw, the guide unlocks exceptional commercial potential across nursery, apparel and family, plush and toys, arts & crafts, stationery, contemporary gifts and homeware, with a focus on quality, longevity and emotional resonance.
As excitement ramps up for the new release, so does supporting activity. Combined brand and marketing activity between HarperCollins, Channel 4 and Lupus Films will drive strong brand visibility and further strengthen the emotional connection consumers already have with Mog. With nearly 60 years of brand equity, Mog has enduring cross-generational appeal, firmly establishing it as an evergreen classic. The brand already has a presence across theatre, attractions and live experiences, while longstanding partnerships with Seven Stories and The National Trust continue. There is also expansion planned for cinema premieres and a growing programme of interactive events.
Pindy O’Brien, Global Brand Management & Licensing Consultant for Lupus Films, said:
“We are delighted to welcome our first licensing partners as we continue to build Mog TV into a brand that reflects the warmth, charm and craftsmanship that made Mog’s Christmas such a success with family audiences. With the forthcoming release of Mog’s Bad Thing, this beloved evergreen character is uniquely positioned to both capture hearts and deliver long-term commercial potential across multiple categories all year round.”
As a priority title for Channel 4 for Christmas 26, Mog’s Bad Thing is a warm-hearted and hilarious adventure for the whole family from Judith Kerr’s beloved Mog series of picture books about her endearing family cat –– which have sold over 4 million copies worldwide in 21 languages. It follows the success of Mog’s Christmas, which attracted 5.7 million viewers on Channel 4 during Christmas 2023 and has become a modern festive favourite for family audiences. The Mog’s Christmas Calamity advert on YouTube has generated more than 43 million views and continues to grow.
Lupus Films will be sharing more news about Mog’s Bad Thing, alongside its wider portfolio, at BLE in October on stand AD57.
