Licensing News

Smiffys announces new licence for World Book Day 2020

Published on: October 4th, 2019

A Fun with Spot dress-up range will be designed exclusively for toddlers and babies.

Smiffys director Dominique Peckett and brand director Mark Schofield with Spot.

Smiffys has extended its category to include baby dress-up with the new Fun with Spot dress-up range, in a deal brokered by Penguin Ventures.

Eric Hill’s loveable puppy, Spot, has been an integral part of early childhood since he first appeared in the classic lift-the-flap storybook Where’s Spot? in 1980. A firm favourite with pre-schoolers, Spot’s toddler-like behaviour introduces children to new experiences, friendship and play in a fun and gentle way. 2020 marks the 40th anniversary of Spot, and there will be plenty of opportunities to celebrate with everyone’s favourite puppy.

“We are excited to be bringing this loveable puppy to life, especially as dress-up is an integral part of children’s development as they learn through play,” said Dominique Peckett, director at Smiffys. “Our Spot collection will allow toddlers to engage with the magic of storybooks.”

Spot is set to launch in time for Book Day 2020, pre-order now at or by calling Smiffys customer service team on 0800 590 599, you can also email

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