Daisa Design’s Florence Hannath on the licensing potential of Fingley World

Florence, it’s great to catch up. To kick us off, for anyone new to the Fingley World brand, how would you pitch it?
Fingley World is a magical and eco-conscious story world. It’s designed to inspire children and families through its engaging characters, imaginative stories and strong emphasis on adventure, sustainability and mindfulness. It’s written and created by Daisa Morgan from her own life experiences, one of which was living in an eco-community.

And who populates Fingley World?
Fingley World is home to a diverse cast of characters – humans, fairies, pixies and creatures that live in harmony – an archetype of human life as we experience it in our day-to-day routine, with a smidgeon of magic and adventure thrown in. The Fingley folk aim to show aspects of compassion, kindness, social responsibility, the value of community and collaboration.

Central to the brand are Dodl and Dottie, beloved characters who embody the values of kindness and mindfulness. Across these two IPs are stories that promote positive messages while offering endless opportunities for creative storytelling over various mediums – for children aged three plus, early readers six to eight years and middle grade aged eight to 12 years.

And where have these stories been read and embraced up to this point?
The stories initially gained a following through readings in schools, workshops, garden centres and shopping centres. Fingley World has grown into a perfect blend of entertainment and education, making it ideal for licensing opportunities and adaptations.

And it all sounds very values-driven.
Absolutely. At the heart of Fingley World is ‘The Fingley Way’ – a philosophy of living in balance with nature while fostering kindness, creativity and mindfulness. Through engaging narratives and immersive storytelling, we aim to make ‘The Fingley Way’ an integral part of a child’s everyday life. The brand encourages children to explore eco-conscious habits, mindfulness exercises and acts of kindness, making these values fun and accessible.

You mention Dodl earlier – he’s a bear character that’s something of a core aspect to all of this, right?
Dodl began as an acronym for Daisa Original Designs Ltd but evolved into a heartfelt philosophy: ‘Doing Ordinary Deeds Lovingly.’ Dodl Bear is the cornerstone of Daisa’s stories, embodying kindness and mindfulness. Over time, Dodl’s journey expanded to include his best friend, Dottie. Together, they form a dynamic duo with immense licensing potential – plush toys, games, animation, and more.

On that, when did you decide to explore turning these books into a brand?
About eight years ago, we recognised the stories’ potential to inspire far beyond the page. Today, with Innovate UK’s support and investment, we’re poised to transform Fingley World into a multi-faceted intellectual property encompassing books, games, animation and more.

Did it take a lot of work getting this brand ‘licensing ready’?
Over the past few years, we have worked closely with licensing mentors, refining our approach and ensuring our IP is primed for partnerships. We have developed comprehensive pitch decks and style guides, as well as character and story bibles, to present the brand professionally and effectively to potential collaborators. Our unencumbered IP has all the elements needed to attract licensees, with worldwide rights available including well-developed characters, a captivating story world and detailed assets like maps and illustrations. We are absolutely licensing ready.

What are the key licensing opportunities for Fingley World?
The possibilities are vast. Dodl and Dottie alone have significant potential as plush toys and characters for children’s products. Beyond that, Fingley World could inspire mindfulness-focused games, whether digital, board-based or even in VR. The IP’s eco-conscious and inclusive themes make it a perfect fit for innovative, educational and entertainment-driven products.

Additionally, we see tremendous potential in animation and television adaptations. Several scripts are already prepared, offering compelling narratives that bring the world of Fingley and Dodl & Dottie to life on screen. Animation would allow us to showcase the magical elements of the world, from its fairies and pixies to its eco-friendly values, in a way that captivates children and families alike.

You’ve mentioned the importance of industry collaboration. Who are you hoping to connect with at this stage of the journey?
We’re eager to engage with digital content creators, production studios, merchandise and entertainment experts and licensing agents who share our vision. Our focus is on creating meaningful partnerships that can elevate the Fingley World IP. If someone sees potential in our brand and believes they can help bring it to life, we’re ready to start that conversation. We’re particularly interested in connecting with studios that specialise in children’s animation and innovative storytelling.

You mentioned the recent Innovate UK funding – what will that be used for?
Having been self-funded for 12 years, Innovate UK’s investment is a game-changer. It allows us to explore innovative ways to develop and expand the Dodl & Dottie and Fingley World IP. The funding supports everything from research and development to production and distribution. It’s also enabling us to collaborate with entertainment and licensing experts to create a truly groundbreaking brand that resonates with today’s audiences.

I imagine it can be tough journey making this kind of leap with a new brand. How have you found the industry so far?
The journey has been both challenging and rewarding. Building relationships and gaining industry insights takes time, but the support and feedback we’ve received have been invaluable. People resonate with our IP, and those meaningful conversations are what drive us forward. Persistence and passion are key. We’re confident that Fingley World is now at a stage where it’s ready to shine.

Before we wrap up, what’s next for Fingley World?
With Innovate UK’s backing, we’re exploring new collaborations to bring Fingley World & Dodl & Dottie to life in innovative ways. Beyond licensing and product development, our focus is on bringing the stories to life through animation and games. These adaptations will allow us to connect with global audiences and further solidify Fingley World as a household name.

Great stuff. And how should people reach out if they did want to get in touch?
We’re open to exploring innovative partnerships and collaborations. Anyone interested in licensing or contributing to Fingley World can reach out via our website at www.fingleyworld.com or email us directly at [email protected]. Let’s bring this magical world to life together!