BYRNE: "If you're just looking to imitate, then don't"

Hit Entertainment's executive VP, worldwide consumer products, Peter Byrne has told Licensing.biz that companies looking to get a foothold in the competitive pre-school sector need to create truly unique characters.

"If you are just looking to imitate what is already out in the marketplace, then don't," Byrne said. "The key is to create a truly unique character that has a strong emotional resonance with kids and mums alike.

"Parental endorsement is important too and having an inherent play pattern that underpins the storyline also helps to expand outside the world of broadcast."

In the exclusive interview with Licensing.biz, Byrne also discussed how the past 12 months have been for Hit and his thoughts on the pre-school sector in general.

To read the full interview, click here.