Infant brand Sophie la Girafe is branching out into new categories through new representation by a pair of licensing agents.
Brand owner DeLiSo (Development Licensing Sophie la Girafe) has appointed Anjar Co. and Becker Associates as licensing agents to develop, license and distribute branded merchandise in all categories.
Jonathan Becker, president of Anjar Co, says: “Sophie la Girafe has a special place in the hearts of all infants throughout the world, so the new partnership is a great addition to our licensing and consumer products portfolio.”
He says the aim is to have Sophie la Girafe product “in every house, car and grandparents’ home before Sophie’s 60th birthday celebration in 2021”.
Anjar and Becker are seeking new licensing and distribution partners and direct-to-retail programmes in all categories, including core segments such as infant furniture, bedding, accessories, stationery, and toiletries.
“Sophie is a luxury lifestyle brand sold in more than 85 countries,” says Patti Becker, CEO of Becker Associates. “One reason for Sophie’s immense popularity is that she’s all-natural, and appeals to all five senses.”
Sales of the Sophie la Girafe rubber teether topped more than 50 million units by the brand’s 55th anniversary in 2016.
The licensing programme will be presented at Toy Fair New York, which opens this weekend and runs 22-25 February.