Emma Thomson’s Isabella’s Toybox goes global with Mothercare!

Published:  23 May, 2012

Independent licensing company Rocket Licensing has announced a global direct-to-retail agreement with Mothercare. This major deal is for an exclusive range of licensed products based on the popular Isabella’s Toybox series of books by the internationally successful writer and illustrator Emma Thomson.

The launch range of Isabella’s Toybox products will highlight a wide selection of apparel for babies, including baby essentials, accessories and gifts. The range will be launched globally this autumn across both UK and international Mothercare stores.

The Mothercare deal is a perfect fit for Isabella’s Toybox, a successful and established publishing brand that has enjoyed strong book, greeting cards and plush sales for a number of years. The range is focused on the newborn market and will have a particularly strong appeal among mothers, relatives and gift buyers.

With a style guide established for Isabella’s Toybox, Rocket is now working alongside Mothercare to build this long-term classic brand, which reflects both the quality and charm associated with the Emma Thomson name.

First published in 2007 by Hodder’s Children’s Books, the Isabella’s Toybox tales begin with the story of a little girl who discovers the lost key to a toybox and frees the toys hidden inside. This is the start of the toys’ adventures and the discovery of lots of special secrets, all of which unfold through the characters with a series of stories.

Emma Thomson is a children’s publishing phenomenon. She has written and illustrated over 130 books that have sold over 8 million copies and are read in more than 22 languages. The licensing success of her best-known creations is equally extraordinary. Fuzzy Teddy has generated over £50 million at retail, while with more than 20 core licensees Felicity Wishes has delivered over £100m at retail in the UK alone.

Barbara Robinson, Mothercare’s Buying and Merchandising Manager, says: “Isabella’s Toybox has all the essential elements to work beautifully for both girls and boys from 0-3, a perfect fit for our customer base worldwide. We are thrilled to be working with Rocket Licensing and Emma Thomson on this beautifully designed and imagined brand, that will enchant so many children across so many regions.”

Rob Wijeratna, Joint Managing Director of Rocket Licensing, says: “Emma Thomson’s 15-year proven track record of consistent commercial success worldwide is a strong guarantee both of the quality and popularity of Isabella’s Toybox. We are delighted to be partnering with Mothercare and working with Emma, as we firmly believe that this charming property can become a truly classic global brand for Mothercare for many years to come.”


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