Macmillan signs five-year deal for Cbeebies show with Twofour54.
The Abu Dhabi government initiative, Twofour54 has signed a global five-year publishing deal with Macmillan Children's Books for its new pre-school brand, Driver Dan's Story Train.
The show is a Twofour54 and 3Line Media strategic partnership investment, and it has been airing on Cbeebies since January. Its aim is to introduce pre-schoolers to books and story telling, while also focusing on social development. Each episode includes a specially commissioned picture book.
Macmillan will now develop a publishing programme, with particular emphasis on the Middle East, UK and US.
It will be looking to produce character-based board books and paperback story books, eventually adding new formats such as wipe clean, board, cloth and bath books, plus interactive e-books.
"Driver Dan takes a unique approach in promoting literacy through TV to pre-school children," said Emma Hopkin, MD, Macmillan Children's Books. "It is exactly the quality investment in the licensed arena that we have been looking to acquire."