Creator Charlotte Reed appoints Larkshead Media to expand publishing property.
The winner of last year’s License This competition at Brand Licensing Europe – May The Thoughts Be With You – is eyeing expansion into multiple categories, having appointed Larkshead Media.
Perhaps fittingly, the programme will be unveiled at this year’s show in October (stand J14).
The property – created by Charlotte Reed – began life as a response to a bout of depression that Charlotte suffered in 2008. To aid her recovery, she posted upbeat thoughts on her Facebook page, thoughts that her friends liked and that, over time, inspired illustrations, characters, and finally a book that Charlotte sold from a stall in London’s Portobello market.
It attracted the attention of Hay House Publishing, which offered Charlotte a global book deal.
With a core target market of young adult females and males, the early category focus for the brand will be on paper products – such as greeting cards, gift wrap and notebooks – and gifting.
Apparel – notably t-shirts and nightwear – is also seen as having strong potential. The evident appeal of the book to the very young offers another potential market for the brand in the longer term.
Clare Piggott, director of licensing and merchandising at Larkshead Media, commented: “Charlotte’s is an extraordinary story and May The Thoughts Be With You is an extraordinary property.
“Uplifting messages around themes of mindfulness, care and love are not unusual but none combine the wit and originality that has made May The Thoughts Be With You such a big word-of-mouth hit.
“We are sure that, managed with the same care and attention that has brought the book to an ever-increasing international market, this will be a very popular licensing programme.”
Charlotte added: “It’s extraordinary that a simple but heartfelt response to one of the lowest points in my life has developed into something that has touched so many people.
“I’m so excited to be starting this licensing journey and looking forward immensely to bringing the ideas and imagery of May The Thoughts Be With You to an even bigger audience.”
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