New pre-school brand from Ideas at Work given a boost with signing of Hornby as master toy.
The new pre-school property from UK creative agency Ideas at Work has been bolstered with the signing of Hornby as master toy partner.
The company has come on board for pan-Europe and Australia for Olly the Little White Van. The vehicle-led animation, which consists of five-minute shorts, is due to debut on ITV Kids in June, while it has also been snapped up by TVNZ in New Zealand.
Hornby – which has signed a four-year deal – will produce die-cast, push-along, friction powered and r/c vehicles, play-sets and character figurines, Hornby and Scalextric sets and jigsaw puzzles. The toys are set to hit UK retail from spring 2012.
“Olly the Little White Van is an engaging and relevant entertainment property,” stated Frank Martin, CEO of Hornby. “We believe that by applying Hornby’s product development and marketing skills to Olly we can create a broad product range that will excite the market and, in turn, introduce a new generation of children to Hornby’s core products.”
Henry Becket, MD of Ideas at Work, added: “I am delighted to have signed this key partnership with Hornby, one of the world’s best known and most loved names in the toy business. We are enthusiastic about our partnership with such a well respected toy company, together with our key English speaking broadcast partners, ITV and TV New Zealand, which together form the perfect springboard for this property.”