BLE 08: Wow Stuff shifts into Top Gear

By Ronnie Dungan

October 3rd 2008 at 9:06AM
BLE 08: Wow Stuff shifts into Top Gear

Wow Stuff has been appointed as the master toy licensee for the BBC's Top Gear.

The deal with Wow! Stuff will see it develop toys, gifts and gadgets. Initial product line plans include remote control vehicles, novelty gifts, desk top toys and a doll of the Stig – all due to hit retailers in Autumn 2009.

The deal is part of BBC Worldwide’s move towards licensing more adult brands.

Neil Ross Russell, Managing Director for Children’s and Licensing, 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.”

Richard North, Managing Director, Wow! Stuff said: “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.”

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