Stores gear up for TV dog

A giant red dog is expected to become a new kids marketing phenomenon after the success of his children’s TV show.

Shops have been stocking up for the launch of Clifford products later this month in the expectation that he will become as big as he is in the US.

More than 110 million books have been sold about Clifford in America where he has been a best-seller for nearly 40 years.

In the UK his shows have been pulling in bigger audiences than Channel 4’s breakfast show Ri:se when screened on BBC2.

Storybooks and cuddly toys are being launched this month and are expected to be must-haves for youngsters. Videos will follow in September and new titles will be rolled out throughout next year.

Claire Derry, brand director at UK licensing agent Entertainment Rights said: “Clifford appeals to both boys and girls because he is the dog that every kid wants.

“With his recent TV success, Clifford is sure to be a huge hit with the pre-school market. We’re also very thrilled about the video release and are confident that it will be in the top ten of children’s favourites.”

A spokeswoman said: “Large orders have already been placed for the books with many retailers launching their own campaigns including M&S, WH Smith and Waterstone’s.

“Retailers such as Argos and M&S have been clamouring to carry the video.”