Indiantelevision.com's Kidology: BBC in licensing deals for kids show 'In The Night Garden'
 
 
 
 
 
 

 
Indiantelevision.com's Kidology
 
 
BBC in licensing deals for kids show 'In The Night Garden'
 
Indiantelevision.com Team
(23 May 2008 6:00 pm)
 

MUMBAI: BBC Worldwide has appointed Golden Bear Products to manufacture and distribute a nursery range for the pre-school show In The Night Garden across the UK. The range will include teethers, buggie toys and first activity fabric toys for a planned launch in early 2009.

In addition, BBC Worldwide has granted Golden Bear non-exclusive global manufacturing rights to supply BBC Worldwide appointed licensees.

BBC Worldwide has also signed a deal with Vivid Imaginations to develop an innovative new range of infant arts and crafts products for In the Night Garden under the Crayola Beginnings brand in UK and Eire.

Designed for little hands, Crayola Beginnings helps develop motor skills and self expression in young toddlers and is uniquely positioned as the only arts and crafts brand for children as young as 12 months.

The launch range will be available from September and includes creative kits and activity products.

Crayola senior brand manager Emma Grant says: "This is a great opportunity to reach the core target of In the Night Garden fans with a range of ergonomically designed arts and crafts products tailored specifically to toddlers' abilities and needs.

"We're delighted to be partnering with BBC Worldwide on such an exciting property and in true Vivid style we are fast-tracking product development to make sure retailers will be in stock for the fourth quarter."

BBC Worldwide has also signed up DanJam Toys to develop a range of traditional wooden role play and learning toys for a UK retail launch to capture the charming, simplistic and gentle nature of In the Night Garden.

The initial range consists of nine lines and features Igglepiggle's boat and stacking Upsy Daisy, Makka Pakka and Tombliboo toys.

The lead line is the pull-along, stacking Ninky Nonk train with 20 individual pieces. Traditional wooden toys such as an abacus, nested stacking blocks and flip-around day and night clock are also available.

BBC Worldwide also claims that that In the Night Garden, which is produced by Ragdoll, is now the biggest licence in the Total Licensed Toy and Game market in the UK, ahead of classics such as Thomas and Friends and Winnie the Pooh.

BBC Worldwide director of children's Gill Pritchard said, "We're thrilled that In the Night Garden has soared to this level of success in such a short space of time. Less than a year since it entered the market we are competing with long established pre-school winners.

"The deal with Golden Bear, our tremendously successful licensee on Charlie and Lola, is further testament to the pedigree of licensees we attract with this property and we hope that with them and with Crayola, DanJam and other new and existing licensee partners we will continue to achieve this success with In the Night Garden."

 
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