Aykroyds has signed a new licensing deal with Hachette Children’s Group for the rights to Enid Blyton apparel, launching a nightwear and daywear collection for children and adults.
The range will include classic Enid Blyton properties The Famous Five, The Secret Seven and The Magic Faraway Tree, as well as the artwork from celebrated Australian illustrator Fleur Harris, known for her whimsical, character-led style, bringing a bold new look to The Magic Faraway Tree for a new generation of fans.
The collection spans from baby and kids through to adult, with matching family sets, sleepwear, loungewear and daywear pieces designed with nostalgic charm and modern shapes.
“We’re thrilled to be bringing Enid Blyton’s timeless characters to life through this partnership,” commented Robyn Cowling, head of licensing at Aykroyds. “Pairing such a beloved literary heritage with Fleur Harris’s stunning artwork gives us something really special in addition to the classic retro book covers. This collection will appeal to nostalgic parents and delights kids all at once. This is exactly the kind of cross-generational range we love to build at Aykroyds.”
Sarah Lennon Galavan, head of licensing at Hachette Children’s Group, continued: ‘We are delighted to have found the perfect partner in Aykroyds. They bring huge experience in and knowledge of the UK licensed apparel space, and we are so excited to see them build on the great success the Fleur Harris x The Magic Faraway Tree collaboration has enjoyed in the Australian market.”
The deal further builds on Hachette Children’s Group’s recent brand extensions for the Enid Blyton list including licensing partnerships with JW Marriott Grosvenor, River Island and Ascot Racecourse, as well as a raft of Australian-based licensing with Fleur Harris.
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