"A pre-school brand will not make the grade if it's predictable or staid. The hits have a bit of magic about them."

So says Gill Pritchard, director of children's for BBC Worldwide. And she should know - last month BBCW revealed that In The Night Garden was now the biggest licence in the toy and games market (based on NPD figures for March 2008).

"A success like ITNG is never a certainty, let alone on this scale," said Pritchard. "However, working with our joint venture partners Ragdoll and knowing the unique gift they have in developing stand-out shows for pre-schoolers, we were confident that the show would succeed and, therefore, were optimistic we had a big hit on our hands."

To read the full interview with Pritchard, simply click here.

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