Mr Men to launch brand offensive with Taylor Herring

Literary brands company Chorion is preparing a PR campaign to promote its Mr Men and Little Miss books ahead of the brand's 35th anniversary next year, and has briefed Taylor Herring as the books' first dedicated PR agency.

Chorion acquired the brand from creator Roger Hargreaves' family in May 2004. It wants to 'create hype and awareness within the licensee industry' of the books across its key markets of UK, France, the US and Australia.

The books have sold over 100 million copies worldwide.

Chorion currently licenses the Mr Men and Little Miss brand to over 80 licensee partners across publishing, apparel, toiletries, new media and confectionery sectors.

Taylor Herring has been hired for an 18-month contract. Account manager Naomi Segal said its brief was to work on a trade campaign this year, followed by a programme to create widespread coverage within the consumer sector next year.

Other brands Chorion owns and manages include Agatha Christie's Poirot and Miss Marple, and Enid Blyton's Noddy.

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