The children’s brand enters 2026 with increased worldwide reach and growing adult-market offerings, strengthening its position as a lifestyle property through 20+ new licensees  

New York, NY — Random House Children’s Books is accelerating the worldwide growth of Richard Scarry’s Busy World in 2026, including the appointment of Art Ask Agency to spearhead licensing across the U.K. and select European territories, five newly secured international deals, and a robust slate of partnerships across North America.

Fueled by strong consumer demand and rapidly growing social engagement – particularly among adult audiences – the iconic brand continues to transform into a modern lifestyle property rooted in nostalgic connection. More than 20 recently signed licensees extend its presence across apparel, toys, home, stationery, tech accessories, and experiential categories – demonstrating Richard Scarry’s long-lasting appeal for families, adult fans, and a new generation of consumers discovering Busytown.

The brand’s global footprint is expanding via best-in-class representation and new licensees, including:

• Worldwide and multi-territory agreements across North America, Europe (represented by Active Merchandisingin Germany, Austria, and Switzerland and Art Ask Agency across U.K. and additional European territories), Japan (represented by Cosmo Merchandising Co., Ltd), and Australia
• Five new international licensees:
  • Illustrabimbi – fabric (Italy)
  • Konges Sloejd – apparel (Denmark)
  • Magpie Line Ltd. – housewares and accessories (United Kingdom)
  • Mira Mikati – womenswear (United Kingdom)
  • Studio Boketto – stationery (United Kingdom)

New and notable North American partners span a wide range of categories and formats, including:

• A standout collaboration with independent artist Ana Inciardi, owner of Inciardi Prints. The program launched September 2025, and introduced a dozen limited edition mini prints of classic Richard Scarry illustrations available via a sold-out online shop and miniature vending machines placed at New York’s Grand Central Station and over 40 independent bookstores and specialty retailers across the U.S.
• Stationery partners including Paperless Post, which debuted its first design-driven collection of Richard Scarry’s Busy World inspired digital invitations on January 21; a playfully illustrated line of greeting and note cards from Maginating; and vintage-inspired gift wrap and bags by Red Cap Cards
• Fashion-forward apparelfor kids (Isaac Morris, Little Goodall, and Wild Woven) and adults (Cakeworthy), offering fans of all ages new ways to wear their love of Richard Scarry’s Busy World
• Toys, games, crafts, activities, and accessoriesthrough AQI (Aliquantum International Inc.), Bright Stripes, Lycette, Starbound Entertainment, University Games, and Yottoy, delivering fresh play experiences for both kids and kids at heart
• Health and beauty products from Kala Corporation, introducing soaps, salves, and balms inspired by the brand
• Cameras and accessories including cases and instant film from Retrospekt, blending retro technology and design with modern creativity and function
• Digital stickers and GIFs for SMS messaging developed by Ked Apps
• Publishing from Clarkson Potter across cookbooks, stickers, and advent calendars; and with Phoenix International, for sound books that introduce classic Busytown stories in interactive formats for young readers

Collectively, these agreements will broaden how and where audiences encounter the iconic characters and whimsical illustrations from Richard Scarry’s Busy World across children’s spaces and adult lifestyle environments.

“Each new partnership is thoughtfully chosen to extend the world of Busytown in ways that feel authentic, creative, and relevant to Richard Scarry’s original designs and story,” said Rachel Bader, Director of Licensing at Penguin Random House. “We’re seeing strong interest from partners who want to interpret Richard Scarry for today’s consumers – whether that’s through fashion, play, home, or unexpected new formats – while preserving the warmth and detail that have made Richard Scarry’s Busy World endure as a classic for nearly seven decades.”

“Richard Scarry’s world is such a happy and uplifting place, as those who have grown up reading his spellbinding, gloriously joyful books will know,” added Nicky Sloan, Creative and Managing Director of U.K.-based Magpie Line Ltd. “Magpie are delighted to be collaborating on a range of home and giftware utilizing Richard’s much-loved illustrations. Our aim at Magpie is to always make products with ‘heart’ and this new collaboration has this and more.”

Best known for his detailed, whimsical illustrations of anthropomorphic animals in everyday situations, Richard Scarry was a beloved children’s books author and illustrator whose work has transcended generations for the past 70 years. More than 300 of Richard Scarry’s books have been published, and together they have sold over 160 million copies around the world and in over 20 languages. Today, fans additionally engage with the brand through @richardscarrylove, a collaborative effort between Random House and Scarry’s son, Huck Scarry, that boasts a highly engaged community of more than 350,000 followers and growing.

New partners join a growing ecosystem of more than 40 active licensees including MGA Entertainment, Super 7, Out of Print, Tattly, University Games, Three Potato Four, and more delivering a wide range of consumer products and experiences inspired by Richard Scarry’s Busy World. Together, the program connects adult fans driven by nostalgia, families discovering the brand together, and new consumers encountering Busytown for the first time – and solidifies Richard Scarry’s Busy World as a globally recognized lifestyle property that blends rich storytelling and playful design with everyday life.