HarperCollins Children’s Books UK has signed high-street retailer Bhs to carry licensed t-shirts for its tween girl brand Lola Love.
The deal includes a 1,000-piece t-shirt trial that’s also been launched online with Bhs’s girls clothing range Tammy, which targets the eight-to-16 set. The Lola Love brand was introduced to the market in 2007 with a range of non-fiction books. Online hub www.Lolasland.com launched in April 2008 and currently has 55,000 registered users.
HC is looking to broaden the apparel range and expand into accessories, stationery and toiletries at retail.