Indiantelevision.com Team

(4 October 2008 3:00 pm)

MUMBAI: UK pubcaster the BCC's commercial arm BBC Worldwide has announced the appointment of Wow! Stuff as the master toy licensee for the BBC's motoring show Top Gear.

BBC Worldwide has confirmed the first master toy licence for the UK and Eire. The deal with Wow! Stuff will see them develop toys, gifts and gadgets for fans of the iconic show starring Jeremy Clarkson, Richard Hammond and James May.

Initial product line plans include remote control vehicles, novelty gifts, desk top toys and a hotly anticipated doll of the Stig – all due to hit retailers in Autumn 2009.

This latest deal cements BBC Worldwide's move towards licensing more adult brands. BBC Worldwide MD children's and licensing Neil Ross Russell said, "We're excited about this new deal not least because of the fantastic job we know Wow! Stuff is going to do but also because we know the interest from retailers and other licensees is already phenomenal.

"Last week we announced a number of changes to our business which reflect the importance of brands like Top Gear, Planet Earth, Doctor Who and other great BBC Worldwide non-children's brands.

"This deal is a real testament to our commitment to licensing adult brands as well as the great children's properties for which we are better known."

Wow! Stuff MD Richard North says, "We are truly thrilled to have secured the Top Gear brand. We have felt for some time that the personality of the brand fits perfectly with our own ethos.

"Without doubt we have high hopes for the Top Gear toy and gift range in 2009, and we have committed a significant amount to TV, FSDU and other promotional activity to ensure it delivers."

BBC Worldwide also confirmed new deals with Peter Black to produce a toy and game range for Marks and Spencer which will hit shops this October.

Other new licensees stepping up a gear in time for the festive season include Kinnerton Confectionary for seasonal confectionary products, Creative Cake Company to produce celebration cakes for January 2009 and DNC, who will produce children's lunch bags and water bottles for the New Year.

Top Gear merchandise has already proven a success for BBC Worldwide in the UK with the launch of products including a Scalextric debut with POWERLAPS which sees a Porsche 911 GT3R and a Ford GT battling it out around Hammerhead, Bentley Corner, Bacharach Bend and Gambon Corner.

The Top Trumps card game has also had tremendous sales success.