Through the Looking Glass

Lewis Carroll’s Alice in Wonderland celebrates its 150th anniversary this year, and a number of British marketers are capitalizing on the event.

About 10 of The British Library’s 35 licensees are creating Alice product under British Library branding; the institution has the original book in its holdings. The most successful licensee to date is Moleskin, which launched five limited-edition notebooks in April. One of the newest licensees is 10/6 London for children’s apparel and home furnishings; 10/6 parent company Cotton World is already on board for fabrics and soft goods.

At the same time, Walker Books—which, like the British Library, is exhibiting at Brand Licensing Europe this week—is overseeing a high-end licensing program tied to its Helen Oxenbury-illustrated edition of Alice, published in 1999. Among the first products is a luxury furniture line for children developed with interior designer Mary Gannon. Stationery and other items are also planned.

The Alice Through The Looking Glass boutique, located in London’s Cecil Court, has announced a licensing effort tied to the Alice Through The Looking Glass trademark. Specializing in first-edition and rare illustrated books and luxury fashion and gift items inspired by Alice, the shop’s first licensee is British chocolatier Charbonnel et Walker. The program will focus on premium artisanal products.

Finally, two high-end London department stores, Liberty and Fortnum & Mason, both are selling exclusive private-label Alice tea sets inspired by the original Sir John Tenniel illustrations.

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