Poetic Brands, the specialist apparel licensee for adults, kids and babywear, has received a licence to design, manufacture and distribute apparel for the UK market celebrating children’s publishing brand, That’s Not My….

Published by Usborne, That’s Not My… is the bestselling book series for babies and toddlers and a gifting favourite for newborns as their first book. Featuring bright pictures with patches of different textures, the books help develop sensory and language awareness.

The That’s Not My… illustrations are now inspiring a range of babywear/accessories, kidswear, apparel, footwear and luggage, with Poetic Brands’ That’s Not My… collection being available at retailers across the UK in 2024.

The That’s Not My… series by Fiona Watt and Rachel Wells has been popular since 1999. Following 70 titles, multi-million sales, and many licensed products, these are now being joined by Poetic Brands’ ethically sourced lifestyle collections across apparel, footwear and luggage.

Commenting is Elliott Matthews, MD of Poetic Brands.

“With childrenswear being an increasingly strong part of our offering, we are thrilled that so many major children’s and family brands have come to us in recent years. That’s Not My… is firmly established as an evergreen property that is a part of the childhood of millions of children. We’re delighted to be working with this great brand on a range we are certain will be enormously popular.”

Rob Corney, MD of Bulldog Licensing Group, which awarded the licence, adds: “That’s Not My… is a genuine publishing phenomenon with a strong appeal to many generations of pre-school children across the UK and a design style ideal for bright, appealing licensed products of the sort that Poetic Brands executes with great skill. We are delighted to be partnering with them in a very important deal to bring this property to the key apparel, footwear and luggage categories.”