What's Happening?
Union Square & Co. has announced the release of a new Mo Willems picture book titled 'It’s My Bird-Day!', set to launch on March 31, 2026. This marks the 11th book featuring the Pigeon character and will be accompanied by a birthday-themed licensed title and various consumer products. The expansion of the Mo Willems brand includes collaborations with RedBird Capital Partners and Stampede Ventures, aiming to extend the brand into products, entertainment, and experiences. Union Square & Co. has signed a 10-year deal with Hidden Pigeon Company to expand its rights to include licensed books and products.
Why It's Important?
The expansion of Mo Willems' brand signifies a strategic move to capitalize on the popularity of his characters, particularly the Pigeon. By diversifying into licensed products and entertainment, Union Square & Co. aims to enhance brand visibility and reach new audiences. This approach not only strengthens the brand's market presence but also creates opportunities for cross-media storytelling and engagement. The collaboration with Hidden Pigeon Company reflects a commitment to maintaining the quality and integrity of Willems' work while exploring new avenues for growth.
What's Next?
Union Square & Co. plans to release additional licensed titles and products annually, supplementing Mo Willems' original works. The upcoming anniversaries of Willems' popular properties, such as Elephant & Piggie and Knuffle Bunny, will serve as focal points for further publishing and product initiatives. The company may also explore partnerships with other publishers to introduce unique formats and interactive experiences. As the brand continues to expand, fans can expect more innovative and engaging content that aligns with Willems' creative vision.
