'Wale' of a Tale

Corduroy, Don Freeman's beloved bear, is back and better than ever, with a royal rollout at retail this holiday season plus additional product launching next year in celebration of his 40th anniversary. Kids have been drawn to the story—in which a tender-hearted teddy searches for his missing

In anticipation of the event, publisher Penguin has named Creative Properties worldwide licensing agent, who in turn announced Oakland, N.J.-based Russ Berrie and Co. as anchor plush licensee. An extensive line is already available to gift/toy specialty, book and department stores as well as mid-tier retailers, Creative Properties' Nancy Nicolelis tells Playthings. This includes large and small plush, seasonal plush, plush/book gift sets, backpack clips, “paw pens” and bookmarks, which have already met with “great enthusiasm” from potential buyers, Nicolelis says.

Adds Jeffrey Bialosky, executive vice president of sales and marketing for Russ Berrie, “Having grown up with Corduroy and raising my kids on Corduroy, I am proud that Russ Berrie will be bringing this lovable, soft and cuddly bear to three-dimensional life.”

Penguin is also releasing new Corduroy titles in 2008, including Corduroy's ABC: Felt Read-and-Play and seasonal books celebrating the Fourth of July, Halloween, and Christmas, plus a special anniversary edition of the original, which to date has sold over 4 million copies worldwide and been translated into multiple languages.

Merchandising will include gifts; accessories; educational toys, games and puzzles; electronic games; software; baby and kids' apparel; bedding and room decor; and health and feeding products. “We're looking forward to building a comprehensive licensing program that brings this timeless character and his friends off the pages ... and into the hearts of children and their parents,” says founding partner Liz Conyngham.