Rubies has signed The World of David Walliams licence for dress-up that will feature new characters and re-imagined styles from the huge back catalogue of IP. 

Rubies is delighted to announce the signing of one of the biggest licences in the children’s literature industry, welcoming The World of David Walliams to its portfolio of brands, becoming the sole licensee for the property across dress-up.

The dress-up will feature new characters and re-imagined styles of the most popular characters from Walliams’ huge back catalogue of IP. With designs already in development, the range is expected to be available to pre-order later this year, perfect for trade retailers looking to stock up in time for World Book Day.

The collaboration between one of the world’s largest designers, manufacturers and distributors of costumes and accessories with one of the most popular children’s authors of the 21st century is expected to be hugely successful with audiences across the country, especially around World Book Day.

David Walliams has revolutionised reading for children and has become one of the most influential children’s writers today. Since the publication of his ground-breaking first novel, The Boy in the Dress (2008), Walliams has seen unprecedented growth, with global sales exceeding 53m copies, and his books translated into 55 languages.

David’s publishing has evolved into one of the biggest multi-media entertainment brands in the UK today, engaging and delighting children across a multitude of platforms. The world beyond the books includes licensed products, TV adaptations, theatre productions, arena tours and an attraction based on the perennial bestselling novel, Gangsta Granny, at Alton Towers Resort.

Justin McGiffin, head of Licensing for Rubies, said: “Bolstering our children’s literature range of costumes, The World of David Walliams is an exciting new step. With it, Rubies strengthens its 365 and World Book Day offering. 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 this fantastic range of new costumes with Rubies. World Book Day is a highlight in the Walliams brand calendar, and this new dress-up will delight Walliams readers everywhere.”

For an exclusive look at the upcoming styles, get in touch with your regional Rubies representative, or contact customerservices@rubiesuk.com.