The Dr. Lisa Brands Company has signed a master licensing deal with McGraw Studios to create consumer products based on Robert Munsch’s bestselling kids book Love You Forever (pictured). 

Inspired by the title’s heartwarming story, Dr. Lisa will manufacture and distribute its first-ever range of infant products, spanning toys, apparel, nursery accessories, bibs, plush and party products. And starting today, the Florida-based toyco is showcasing its plans for the Love You Forever brand to potential retailers and attendees at this week’s ABC Kids Expo event in Las Vegas.

Canada’s Firefly Books first published Love You Forever, written by iconic children’s book author Robert Munsch and illustrated by McGraw Studios founder and Canadian illustrator Sheila McGraw, in 1986. To date, the story about a mother who sings lullabies to her son throughout each stage of his life has sold more than 37 million copies worldwide. 

In terms of recent business, Dr. Lisa signed a deal with Disney in 2022 to produce a range of fashion dolls based on the Marvel film Black Panther: Wakanda Forever. And its original lines of diversity-focused toys include 14-inch Positively Perfect toddler dolls, 10-inch Fresh Beats and a mini-assortment of three-inch Fresh Fairies.