Nosy Crow boost Scheffler and Reid's Posy and Pip brand with TV tie-in

Nosy Crow has launched a new publishing TV tie-in series featuring Camilla Reid and Axel Scheffler's Pip and Posy picture books in addition to a new selection of merchandise based on the preschool titles.

Through a licensing deal partnership with brand building company Magic Light, a new range of board, activity, sticker and lift-the-flap format books will also be released.

Magic Light Pictures originally optioned Pip and Posy in 2018 and has had a long relationship with Scheffler, having animated several of his collaborations with Julia Donaldson.

Pip and Posy follows a mouse and a rabbit whose lives "revolve around a wonderful world of play". The series was devised and written by Nosy Crow co-founder and editorial director Reid, with the first title published in 2013.

Amscan International has signed for dress-up, balloons and party goods, while Ravensburger will be producing Pip and Posy puzzles and games. To kick everything off an online store in partnership with Star Editions is now available at pipandposyshop.com, offering an initial capsule collection of 10 products.

In addition, Pip and Posy will feature as one of six children’s brands alongside Channel 5’s Milkshake! Monkey and the Milkshake! Presenters in a brand new Milkshake! Live Show, touring nationwide from 12th February 2022 through to 2023.

Pip and Posy premiered on Channel 5’s "Milkshake!" in March. With almost 3 million viewers since launch, it is currently one of its top-rated shows. Sky Kids launched a box set of 20 episodes in May, and the new series will begin to air on Nick Junior in spring 2022.

Daryl Shute, brand director at Magic Light Pictures said: “We are thrilled with the way audiences have taken Pip and Posy to their hearts. As these two best friends set out on their global travels, we’re excited that fans will be able to connect with them ever more closely and look forward to welcoming even more licensed opportunities soon.”