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Entara’s pockets now chock-full

UK-based Entara better check its coats before dropping them off for dry cleaning. There just may be a stray kitten that's hitched a ride in one of the pockets. The global IP company has acquired UK and Eire licensing rights to the Puppy in My Pocket and Kitty in My Pocket toy brands, and is planning on rolling out a comprehensive merch program covering all major categories (excluding toys and confectionery) in the coming months.
September 24, 2007

UK-based Entara better check its coats before dropping them off for dry cleaning. There just may be a stray kitten that’s hitched a ride in one of the pockets. The global IP company has acquired UK and Eire licensing rights to the Puppy in My Pocket and Kitty in My Pocket toy brands, and is planning on rolling out a comprehensive merch program covering all major categories (excluding toys and confectionery) in the coming months.

The lines are owned by California-based toyco MEG, and more than 65 million toys and associated playsets have been sold worldwide since the brand relaunched in 2006. The original property bowed in the 1990s.

Aimed at girls four to seven, the Puppy brand has sold more than 8.5 million units in the UK, whilst the Kitty brand has sold approximately 2.5 million. Both Puppy and Kitty have their own dedicated websites and collector clubs. And just like North American sensation Webkinz, members receive access to an exclusive area where they can play games, download wallpaper and update their collection guides.

About The Author
Gary Rusak is a freelance writer based in Toronto. He has covered the kids entertainment industry for the last decade with a special interest in licensing, retail and consumer products. You can reach him at garyrusak@gmail.com

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