NSPCC to unveil children’s range

The NSPCC is to launch a 60-strong range of children’s products to be sold through high street retailers. The initiative creates the first own-brand merchandise for the charity.

The products, including books and clothing, will be branded Happy Kids, after the charity’s mascot characters, who were relaunched last March when the “full stop” advertising campaign began.

Happy Kids products are being produced by a range of licensees. The licensees will guarantee a minimum of between &£2,000 and &£10,000 to be given to the charity. The NSPCC will also receive between five and ten per cent in royalties from the products.

The first Happy Kids merchandise to launch in late March is a series of books for 4- to 9-year-olds produced by Egmont World.

Each book will focus on one of the five Happy Kids characters and an issue relevant to the readers and the NSPCC’s work, such as bullying and sibling rivalry. The books will retail at &£2.99 each.

Egmont World is also producing six Happy Kids child care guides to be launched later this month, including First Time Parent and Understanding Your Toddler. Further titles will appear in May.

An NSPCC spokeswoman says stationery, T-shirts and backpacks are among the other Happy Kids branded products being produced.

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