Seven products inspired by the best-selling infant book series launch A/W26, in a deal agreed by licensing agent Bulldog Licensing
University Games is launching a new range of games and puzzles inspired by the best-selling touchy-feely book series That’s Not My…, in partnership with the brand’s licensing agent Bulldog Licensing.
University Games has produced seven puzzles and games inspired by the charm, distinctive illustrations and gentle focus on learning that have made That’s Not My… a part of the childhood of millions of little ones.
The range includes two 12-piece jumbo floor puzzles, two colourful two-to-eight-piece puzzles and two self-correcting two-piece matching puzzles, all designed to be easy for little ones of 18 months plus to manipulate and play with. There is also a memory game for toddlers and preschoolers aged two and over.
Gemma Lewington, Marketing Director University Games, said: “It’s a delight and an honour to be taking this much-loved brand, with its strong and continuing appeal to the very young for over 25 years, to a lovingly designed range of games and puzzles. We have tried to capture the charm, wit, colour and educational qualities of the books and we believe many parents, gift-givers and youngsters will be thrilled with the results!”
After an extremely well-received launch at Toy Fair in January, the range is to launch at retail from autumn/winter 2026, where they are expected to receive a strong pre-Christmas response from parents, carers and gift-givers.
“This is an ideal partnership for a brand that combines learning and fun for small children in a way that also delights parents and carers,” said Bulldog MD Rob Corney. “University Games has proven expertise in both licensing and STEM, so is ideally suited to translate the qualities that have made That’s Not My… so successful to this range of games and puzzles that, we believe, will be a big hit at retail.”
