DeLiSo (Development Licensing Sophie la Girafe) S.A.S. appointed Anjar Co. and Becker Associates as licensing agents to develop, license, and distribute Sophie la Girafe-branded merchandise in all categories.

The natural rubber teether, known in the U.S. as Sophie the Giraffe, has been a global fixture since its formal debut on May 25, 1961. Since that time, the iconic giraffe has been made in a variety of configurations with sales of the original topping more than 50 million units upon its 55th anniversary. Anjar and Becker are seeking new licensing and distribution partners and direct-to-retail (DTR) programs in all categories, including infant furniture, bedding, accessories, stationery, toiletries, and more.

“Sophie la Girafe has a special place in the hearts of all infants throughout the world, so the new partnership is a great addition to our licensing and consumer products portfolio,” says Jonathan Becker, president of Anjar Co. “Sophie la Girafe is ubiquitous in France, where it’s part of the nation’s fabric, and immensely popular in the U.S. and Canada, where it can be found on many baby registries. We aim to have one Sophie la Girafe product in every house, car, and grandparents’ home before Sophie’s 60th birthday celebration in 2021.”

In recent years, Sophie has grown in popularity and has become a heavily Instagrammed accessory by new parents around the world.

“Sophie is a luxury lifestyle brand sold in more than 85 countries,” says Patti Becker, CEO of Becker Associates. “One reason for Sophie’s immense popularity is that she’s all-natural and appeals to all five senses.”

Anjar Co. and Becker Associates will present the Sophie la Girafe licensing program in booth No. 2118 at Toy Fair New York, taking place from Feb. 22-25 at the Jacob K. Javits Convention Center.

Click here to view the Toy Book‘s full coverage of Toy Fair New York.