Horrid Henry adds Winning Moves and John Adams as licensees

Published on: 25th August 2022

Winning Moves’ Top Trumps and John Adams’ Bookeez have partnered with the major multi-media kids’ brand ahead of BLE 2022.

Novel Entertainment’s Horrid Henry brand will see products from both companies join its consumer products portfolio. Winning Moves has launched a special Horrid Henry edition of the classic Top Trumps card game, while John Adams is planning a Horrid Henry version of its popular book-making studio Bookeez.

The Horrid Henry edition of Top Trumps contains 30 cards full of fun stats, including Musical Talent, Detention Rating and a Moody Score. It also contains character bios of the most-loved characters from Horrid Henry, including Brainy Brian, Miss Battle-Axe and Henry himself, all in an easy-to-carry travel pack, meaning the game can be played anywhere, anytime. The game launched at retail in August.

Megan Lowe, senior licensing manager, Winning Moves UK, commented: “Winning Moves is really excited to work with Horrid Henry on this special edition of Top Trumps, combining two much-loved family brands. It’s a great licence that has believable, likeable and well-rounded characters that celebrate individuality and friendship, all whilst making us laugh.”

John Adams’ Bookeez encourages children to express themselves through their own stories, bringing their own books, journals, poems and comics to life by decorating, stamping and stencilling pages using the special Bookeez tools.

The Horrid Henry version will mark the first licensed version of Bookeez and feature Horrid Henry packaging and a Bookeez Studio in the character’s signature blue and yellow. Horrid Henry sticker sheets and pre-punched covers are also included so fans can create their own themed stories around their favourite fictional characters. The Horrid Henry Bookeez set will be launching in October.

Lynette Leet, marketing manager, John Adams Leisure, said: “We’ve had amazing success with Bookeez, but have been waiting for the perfect partner to create a licensed version to reach a whole new audience. Horrid Henry is an iconic brand that is loved by children all over the world who will now be able to create inspiring stories and cheeky adventures with their favourite Horrid Henry characters.”

Horrid Henry is a major multi-media brand. On launch, the TV show rapidly became CITV’s most popular series and is now NickToon and Nickelodeon UK’s most popular show, as well as being a hit on Netflix and Amazon Kids+. The series is broadcast in over 150 territories outside the UK. A live action feature film of Horrid Henry was the first ever British kids’ movie to be filmed in 3D. There is an active licensing and merchandising programme in place and the property was successfully adapted for the stage in London’s West End and across the UK. The character’s official YouTube channel has attracted 1.6b views to date.

Caroline Mickler will be at BLE discussing the ongoing development of licensing for Horrid Henry along with the company’s plans for the coming year at stand A162.


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