Mattel's Fisher-Price has become the master toy licensee for new CBeebies pre-school series, Waybuloo.
The programme is a mix of animation and live action. The new 100 x 20 minute series, announced earlier this year, is based in Nara, a live-action world inhabited by animated characters called Piplings who embody a range of emotions such as Love, Wisdom, Happiness and Harmony. Production has started in Scotland and Canada.
Rachel Barke, director of Consumer Products, RDF Kids & Family said: "We’re delighted to be working with such a strong toy partner on Waybuloo. As market leaders in their industry, everyone is at RDF looks forward to working with them on building a successful long term partnership for this unique new property."
Phil Hooper, Senior Marketing Manager, Fisher-Price, said: "Innovation is key to both toy and entertainment industries and we're delighted to be on board with this extremely exciting property that promises to deliver exactly that.
"We are confident that Waybuloo offers something completely unique that will translate into an engaging toy line for preschoolers".
The range is set for a winter 2009 launch.