Lisle Licensing has welcomed Graeme Hall – better known as The Dogfather – to its portfolio, looking to extend the reach of his brand in the UK and Australia/New Zealand.
The team at Lisle will draw upon Graeme’s expertise as a highly regarded dog trainer who specialises in helping dog owners with behaviour problems and a glowing reputation in providing quick but long-lasting fixes and his motto “any dog, any age, any problem”.
Graeme Hall is managed by M&C Saatchi Merlin Talent agency, which is working in partnership with Lisle Licensing to launch Graeme’s range.
Lisle Licensing will focus on broadening brand visibility for The Dogfather by Graeme Hall across a range of categories that will appeal to fans of his TV shows and books, in addition to engaging with consumers who are dog-owners.
It has worked closely with Graeme to update his branding and define his vision of a consumer products strategy, including the development of bespoke product lines that will enhance dog training and more general merchandise for owners.
The merchandise plan is split into two focus areas. Pets at Home encompasses multiple product lines including sleeping, grooming, cleaning, storage and security; while Pets on the Go includes nutrition, treats, travel, walking, activity and play, as well as apparel and accessories.
Graeme commented: “I am really excited to be developing my own product range with Lisle Licensing. This feels like a great next step for the Dogfather brand and I am looking forward to sharing these products with dog lovers in the future.”
Francesca Lisle, md at Lisle Licensing, continued: “We have worked closely with Graeme and his management team for several months to ensure the consumer products programme is strategically planned and with a considered approach. For Graeme it’s important to develop products that align with his work ethics and appeal to both his global fans and client base at multiple category entry levels.
“Having reviewed the current retail landscape we see a huge opportunity for The Dogfather by Graeme Hall brand, already recognised and trusted by millions across the world, and will appeal to licensees, retailers and consumers in the UK, Ireland, Australia and New Zealand.”
Graeme is the presenter of Channel 5 show Dogs Behaving (Very) Badly, which is also streamed on Netflix. He has also taken the series to Australia, with Dogs Behaving (Very) Badly Australia hitting screens in summer 2023. Most recently, he has fronted a new show, Dog Hospital, on Channel 5, in addition to being an author of two Sunday Times bestseller books about dogs, and has hosted a popular podcast and run private clinics for dogs and their owners.
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