Television

Hasbro wins game & toy rights to BBC & Ragdoll series 'In the Night Garden'

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MUMBAI: Hasbro has been awarded the master toy and game license to BBC Worldwide and Ragdoll Ltd's new upcoming preschool television series In the Night Garden.

The series is due to launch on the BBC next year. Under a multi-year, global deal, Hasbro has been given rights for a wide range of toy categories, including preschool, infant and toddler toys, games, jigsaw puzzles, creative play products, proprietary interactive formats and ride-ons. Hasbro's product line, to be marketed under its Playskool banner, is expected to debut in the U.K. in fall 2007, with rollout to other markets, including the U.S., expected to begin in 2008.

The 100x30-minute show for kids aged 1 to 3 was devised by Anne Wood and Andrew Davenport, the creative partnership responsible for Teletubbies.

Hasbro VP of marketing for licensed products Leigh Anne Cappello said, "In the Night Garden is a truly enchanting property with characters that will translate beautifully to a fun and engaging product line. The unique and wholesome message that In the Night Garden delivers to both parents and kids fits in perfectly with our mission for Playskool."

It will spotlight "a host of wonderfully silly characters living together within a happy and caring community," according to BBC Worldwide. The series, filmed in a forest, will blend live costumed characters with computer generated animation.

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