Battersea Dogs and Cats Home is licensing its brand in an effort to raise money, with two children’s labels signing up to use the animal charity brand ahead of a large licensing expo in London later this month.

The animal rescue centre has added its first apparel company to its burgeoning portfolio in licensing its brand to Casa Chicos, a toddler fashion label. It has also recently signed up Hachette Children’s Books, which joins children’s publisher Random House Children’s Books in being able to use its brand.

Battersea Dogs and Cats Home’s licensing consultant Lucy McCredie said: “These two new partners, together with our new agreement with Random House for colour picture books, really extend the range of our licensing programme for children. These partnerships are very important to the Home as royalties from licensed products support Battersea.”

The charity is going to be present at this month’s Brand Licensing Europe expo in Olympia, where it intends to launch new licensed products. It will also be looking for new licensing partners in the areas of ‘back to school’, apparel, home wares and gifts.

The licensing programme at Battersea is in its infancy and 2013 will be the first year the charity generates any income from licensing. Most products will not be available for months yet, after which royalties will begin to flow to the animal home.