DRi Expands Boofle Program

DRi Licensing is planning a major push for the U.K. Greetings plush puppy character Boofle, with expanded distribution and new licensing partners.

More than 19 million Boofle greetings cards have already been sold and are now available at major U.K. retailers including Asda, Sainsbury's, Tesco, WH Smith and Boots. This month, the greetings range is being expanded to include gift wrap, tags and boxes.

A number of new licensing partners have also been added for 2013 including Blueprint Collections for stationery and bags, Intelex for microwavable plush toys and Kinnerton for chocolate products. DRi reports that additional deals for toiletries and home ware ranges are also in discussion.

The existing apparel program will see an expansion this year with new babywear, children's day and nightwear and ladies' nightwear collections launching.

DRi has released a new nursery-themed style guide for babywear programs, featuring new character imagery, patterns and icons, and deals for baby apparel and bedding are in the works.

Finally, following the success of the “Boofle” app, DRi is planning additional apps for the brand in the upcoming year.

"Boofle is already a sensation on the greetings scene and this year's extensive licensing activity will strengthen Boofle's growing high street presence,” says Alicia Davenport, licensing director, DRi Licensing. "We are delighted to be introducing Boofle to a whole new customer market in 2013 and bringing an exciting level of development to retail."

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