Licensing News

Iconic Licensing Brand Appeals to a New Generation of ‘It’s Happy Bunny’ Fans

It's Happy Bunny

Lisa Marks Associates, Inc (LMA) confirms strong sell-through of It’s Happy Bunny merchandise at Gen Z favorite retailers Hot Topic, Zumiez and other specialty chains and independents. Q4 ’22 marks the much-anticipated relaunch of It’s Happy Bunny, the mega-successful brand from artist Jim Benton. The new licensing program is fueled by an amalgamation of nostalgic and classic designs, along with fresh creative assets, all of which have timeless appeal to next-gen consumers who relate to It’s Happy Bunny as a pop-culture touchstone and unique expression of their innermost attitudes.


With merchandise in-store now for the holidays, core licensees include Goodie Two Sleeves with a wide range of apparel and accessories for the specialty channel, a broad DTR program with foundational retail partner Hot Topic, a strong trend fashion collaboration with Broken Promises at Zumiez and a stationery program with Leap Year. NTD Apparel will develop the It’s Happy Bunny Apparel program in Canada. The unique depth of the creative catalog will allow for complementary programs at mid-tier and mass for spring 2024 and beyond.


Since its introduction in 2000, It’s Happy Bunny, and the brand’s creator, Jim Benton has had a stellar licensing history, with the brand selling over $750 million at retail. Fans cannot get enough of the cute little bunny with a big attitude. The brand has been sold in stores from Hot Topic to Walmart and has been in the marketplace for more than 20 years. It has won 3 Addy awards, a governor’s award, five top licensing awards, and has been featured in The Wall Street Journal.


Jim Benton, creator of It’s Happy Bunny, is a New York Times bestselling author, with credits in TV and film, a member of WGA, Licensing International, The Society of Illustrators, and The National Cartoonist Society, where he has been awarded three divisional awards. Licensing International has recognized It’s Happy Bunny with major awards including Best Art Brand License of the Year, Best Character Brand of the Year, and Best Character Brand Licensee in both the soft goods and hard goods categories. The American Librarians Association has also bestowed its seal of approval, choosing It’s Happy Bunny books by Scholastic as top picks for teen readers on three separate occasions.


It is gratifying to see the next generation relating so strongly on an emotional level to It’s Happy Bunny said LMA President Lisa Marks. “Jim has created a true masterpiece — the Bunny speaks the truth in an infinitely timeless and relatable way!”


Creator Jim Benton said “It’s a terrifically fun brand to work on. It’s great to see it continue.”