Hallmark is delighted to confirm they are working with Meller Design Solutions Ltd and Aykroyd & Sons on their latest property, Emily Button. 

Emily Button is a real live ragdoll, made from vintage inspired fabrics, buttons and ribbons that come to life. Emily loves to share magical adventures with best friends Bobble the cat and Mousey. Developed to ensure educational milestones, and skill-based competencies were met, Emily Button fills a gap in the market for a new dedicated pre-school girls brand with a stand alone brand position that is not reliant upon TV. Capturing the nostalgia of classic brands, with a modern-day twist, its traditional values, quality and support for learning set it apart from other brands in the market. 

Meller Design Solutions Ltd, a leading provider in own label beauty, skincare, bathcare and cosmetic products, have produced a beautiful children’s Emily Button toiletries range, including soaps, bath fizz and bath boxes. 

Caroline McCleave of Meller Design Solutions Ltd commented: “We are delighted to acquire the license for Emily Button and feel that she works perfectly for this range. We’ve spent a long time developing the range to ensure its appeal and are sure it will be a great success”. 

Children’s nightwear supplier, Aykroyd & Sons, has also recognised the appeal of Emily Button, creating a gorgeous girl’s pyjama set featuring the character and her friends. 

Pauline Lonsdale, Aykroyds Design Director stated “We are very pleased to be working with Hallmark on this new and exciting brand. The brand has translated well onto apparel and the design for the pyjamas is lovely and one that should do extremely well”. 

Both the pyjama set and the toiletries range launched exclusively in M&S in this October. They will be joined by a vast range of Emily Button products from Tigerprint including activity books, arts & crafts, cards, gift presentation, and the ragdoll herself. The launch is being backed by M&S in their Christmas marketing activities.

Julie Michell, Licensing Manager for Hallmark commented: “To have so many products as part of a launch campaign is absolutely amazing. This and the fantastic marketing support behind Emily Button really demonstrates the belief and passion for this wonderful brand. The ranges look amazing and it will be great to see the products finally in-store and to seeing them sell."