The home of great brands


Apr, 2018
Bulldog Picks Up That’s not my…

Bulldog Licensing has signed a new deal to represent one of the biggest brands in childrens’ publishing – That’s not my….

Published by Usborne, That’s not my… is the best-selling series of touchy-feely board books aimed at babies and pre-schoolers by author Fiona Watt. The series has sold over 5 million books in the UK, and over 20 million worldwide. There are over 50 That’s not my… titles including That’s not my puppy, That’s not my fairy and That’s not my teddy, as well as a number of seasonal favourites including That’s not my chick for Easter and That’s not my elf for Christmas. Each page features a different texture, such as soft fur or crinkly skin, which is designed to encourage sensory awareness and interactive play. That’s not my unicorn – published last year as the special 50th title – is the highest seller to date, and was the best-selling baby book of 2017.

Dennicci is already on board for baby apparel, which launched in Mothercare just before Christmas, and Bulldog is currently in talks with several potential partners across a range of categories.

“That’s not my… has rapidly become an intrinsic part of childhood and virtually every toddler (and parent!) in the country is familiar with these delightful books,” says Bulldog Licensing Director Vicky Hill. “This gives the property huge potential and judging by the reaction we’re getting form the licensing community this is set to be a massive brand.”