Published by Usborne, That’s not my… is the bestselling touchy-feely book series for babies and toddlers. It is a gifting favourite for new-borns as their first book. Featuring bright pictures, with patches of different textures, they are designed to develop sensory and language awareness. There is also a little white mouse for children to spot on every page.

With one That’s not my… book sold every minute in the UK, over 7.5 million books have sold in the UK to date. There are now over 80 titles in the series, with new formats launched last year including buggy books and activity books.

Licensed products currently available include apparel and accessories, wall stickers, bags and gifts, with puzzles, games and toys launching this year.