Hey Canada, It’s Happy Bunny!

This country is about to get a little cuter and a little meaner. New York-based CopCorp Licensing has inked a deal with CPLG Canada to manage the licensing of Jim Benton's properties in Canada. Benton, an American author and artist, is known for creating characters that make up for their rudeness in being adorable. The most famous is It's Happy Bunny, which has generated over half a billion dollars in sales since its inception in 2000, with merchandise sold around the world.

This country is about to get a little cuter and a little meaner. New York-based CopCorp Licensing has inked a deal with CPLG Canada to manage the licensing of Jim Benton’s properties in Canada. Benton, an American author and artist, is known for creating characters that make up for their rudeness in being adorable. The most famous is It’s Happy Bunny, which has generated over half a billion dollars in sales since its inception in 2000, with merchandise sold around the world.

While Benton’s characters can already be seen on products here, Kelly Elwood, MD of CPLG Canada says that having a Canadian company manage the licensing opens the door for more opportunities. ‘Having somebody on the ground who understands the market, the consumer, and has day-to-day access to the licensing community and the retailers is an advantage,’ she says.

It’s Happy Bunny is already on everything from stationery to sporting equipment, but Elwood hopes to expand even further to reach its two main demos – tween/young teen girls and adult women – and sees potential for everything from snack goods to interactive games and even bottles of wine. Cross-promotions with other brands are also a possibility, she says.

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