Rubies has become the sole licensee for The World of David Walliams property across the dress-up category.
The dress-up range will feature new characters and re-imagined styles of the most popular characters from Walliams’ huge back catalogue. With designs already in development, Rubies is expecting the range to be available to pre-order later this year, in time for World Book Day.
Licensed by The Point.1888 on behalf of HarperCollins Children’s books, the partnership is expected to be successful with audiences across the UK, especially around World Book Day.
Since the publication of his first novel, The Boy in the Dress in 2008, David Walliams has seen unprecedented growth with global sales exceeding 53 million copies, and books translated into 55 languages.
Justin McGiffin, head of licensing for Rubies, commented: “Bolstering our children’s literature range of costumes, The World of David Walliams is an exciting new step for us. With it, Rubies strengthens its 365 and Book Day offering, and we can’t wait to see little ones embrace the transformative power of reading and dress-up with our new range of costumes.”
Geraldine Stroud, brand, marketing and communications director at HarperCollins Children’s Books, added: “As part of our strategic growth of The World of David Walliams, we cannot wait to launch our fantastic range of new costumes with Rubies. Book Day is a highlight in the Walliams brand calendar and this new dress-up range will delight Walliams readers everywhere.”