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Manches & Co is advising Tim Waterstone, founder of the book shops that bear his name, on his latest venture involving the creation of a chain of themed children's superstores.
Waterstone, who sold his book shop empire in the late 1980s, is basing the superstores on two new child characters, Daisy and Tom, who will be used in brand merchandising, publishing and a possible TV spin-off.
The new company, Daisy & Tom, is being jointly financed by Waterstone, DC Thompson, which publishes The Beano and The Dandy comics, and two venture capital funds run by Quester.
Manches is advising on corporate and intellectual property issues and on the lease of the first store to be opened in London. Completion of the intellectual property agreements took place at the end of August.
Simon Smith, the Manches corporate partner who led the deal, said: "This deal shows there is a market for pure start-ups where the project is sufficiently exciting."
Manches IP partner Bernie Nyman said: "Daisy & Tom is perhaps the most significant development in children's marketing since Noddy."