BBC Magazines and MV Sports join Driver Dan push

Samantha Loveday

By Samantha Loveday

April 1st 2011 at 10:16AM
BBC Magazines and MV Sports join Driver Dan push

Duo bolster programme ahead of MIPTV showing for twofour54 property.

New licensing partners are continuing to sign up for pre-school series Driver Dan's Story Train, as recent BARB ratings show that it was the second most popular programme in the entire Cbeebies schedule (March 1st 2010 - February 28th 2011).

Master toy partner Golden Bear, home entertainment licensee Universal Pictures International Entertainment and publisher Macmillan Books have now been joined by BBC Magazines and MV Sports.

Driver Dan will feature in Cbeebies Weekly and Animals magazine later on this year, while MV will be launching a line of wheeled toys in 2012.

On top of this, Aoh!k has secured a multimedia trade and consumer advertising campaign in the UK, with Practical Parenting at the heart of the activity. The magazine will feature advertorial and strategic product placement throughout the year.

The deals come hot on the heels of the new BARB figures, which showed Driver Dan was second only to Cbeebies Pantomime, for the one-year period between March 1st 2010 and February 28th 2011 in the Cbeebies schedule.

In two of the programme's key time slots throughout that period (12.30-12.40pm and 6-6.10pm), Driver Dan recorded Cbeebies' highest share of children aged four to six and mums with children aged 0 to three.