Lisle Licensing seals deal with Mood Bears

Published on: 6th December 2023

Lisle Licensing has been appointed as the exclusive UK licensing agent for Mood Bears, the colourful collection of eight bears which reflect human emotions.

Mood Bears was a landslide winner earlier this year on the 2023 series of the BBC’s Dragons’ Den, with all five dragons investing in the brand for the total amount requested by founder, Joanna Proud. This was followed by an August announcement for worldwide manufacturing, sales and distribution partnership with Tomy. The appointment of Lisle Licensing will see the established agency, which prides itself on delivering customised brand plans across all its clients, develop a strategy that spans categories including publishing, apparel, fashion accessories, BTS and arts & crafts. This will expand into further categories as Mood Bears grows at retail across the UK.

Mood Bears promotes mental health positivity through the collection of eight adorably soft bears which include Happy, Sad, Silly, Calm, Nervous, Angry, Love and Hope. Each plush bear is produced from 100% recycled materials and promotes emotional well-being for all ages, not just children.

Each bear has been designed to offer a friendly face and a squishy smile that will brighten someone’s day; with this is mind each one has a different distinctive colour to match the mood associated with its name, based on colour psychology, a biography that enables consumers to learn more about each mood, and paw shapes indicating the mood they depict.

Commenting on the appointment, Francesca Lisle, managing director, said: “I fell in love with with the Mood Bears the minute I first heard about them. As a Mum with two young children, I appreciate the sentimental and emotional value of this brand, particularly one which resonates with strong human feelings. We are delighted to be a part of the Mood Bears’ special journey into licensing and to be working alongside Joanna and the team at Tomy.”

Joanna Proud, founder of Mood Bears added: “I’m delighted to have signed Lisle Licensing to represent the Mood Bears as we expand the business beyond the original plush toys, and look forward to seeing what the brand can achieve in the months ahead.”


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