Toy, games, publishing and toiletry partners all revealed for Chapman boys property.Chapman has revealed a raft of new UK and overseas licensing deals for Roary the Racing Car at Toy Fair.
There are now 30 UK licensees on board for the property, with the latest to sign up including Titan Publishing (which will be producing a Roary magazine), Mondo Plastic (playballs), PIL (sound books) and Bayliss & Harding (toiletries).
In addition, Gosh has increased its range to include plastic furniture, while KE Mathiasan in Scandinavia has added bedding, homeware, apparel and melamine products to its existing master toy licence shared with Top Toy.
Chapman's director of licensing, Val Fry, said: "We've been delighted by the amount of interest in Roary both at home and abroad since the series launched last year. It's a tribute to everyone involved that Roary the Racing Car is seen as a hot property in the retail marketplace.
"With the recent announcement of a second series, Roary is set to be around for a long time to come."