Launched last year at the Frankfurt Book Fair, the fruit and vegetable characters currently star in 12 storybooks and an upcoming range of activity books.
JELC and Top That! Publishing (developer of the brand) plan to target a number of categories in the first phase of the new program, including toys and games, electronic learning, apparel, food and drink, and arts and crafts. Bedding, melamine, toiletries, décor, dress up and role play, greetings, partyware, luggage, bags and other categories will follow. JELC also plans to build The Froobles’ international popularity by expanding the licensee and publishing base across existing and new regions.
The Froobles apps are already available for both iOS and Android, and a line of outdoor play equipment from Playtec will debut in March 2013.
“Following a successful storybook and app launch at the Frankfurt Book Fair, the brand is quickly gaining recognition in sectors outside our traditional print and digital business channels,” says Dan Graham, editorial director, Top That! Publishing. “Therefore, we are delighted to have appointed JELC as the exclusive worldwide licensing agency for our little characters learning big lessons about growing up.”
The Froobles books are currently published in the U.K., the U.S., Australia, New Zealand, Brazil and South Korea, with additional regions expected to follow soon.