Specialist apparel licensee, Poetic Brands, has received a license to design, manufacture and distribute children’s apparel and accessories for the UK market celebrating Mog the Forgetful Cat. The award was made by HarperCollins Children’s Books through licensing agent The Point.1888, which licences the Mog brand in the UK.

Mog the Forgetful Cat was first published in 1970, going on to sell over four million copies worldwide in 21 languages. Mog has also inspired a play and television adaptation, as well as a licensing programme including toys, games, plush and dress-up.

Poetic is planning a wide range of children’s daywear, nightwear, underwear, accessories, swimwear and luggage for the brand, taking inspiration from imagery familiar from more than 15 popular books.

The range will be available at multiple retailers across the UK from a/w 24.

Commenting is Elliott Matthews, MD of Poetic Brands. “Mog’s antics have entertained countless children ever since her first appearance in 1970, making this cat one of the most enduringly successful characters in children’s books. We are absolutely thrilled to be bringing one of the world’s favourite cats to a range that we are sure will be enormously popular.”

Kirsty Bradbury, Publishing Strategy Director at HarperCollins, adds: “Mog has been a part of kids’ lives for decades, and the appeal of this endearing – and enduring – character is greater than ever. We are delighted to be working with Poetic, a leading name in licenced apparel and accessories, to bring Mog to a range that will delight her many young fans.”