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Toy and publishing partners sign up for new pre-school property.

BBC Worldwide kicks off drive for Sarah & Duck

The licensing programme for new Cbeebies show, Sarah & Duck, has kicked off, with BBC Worldwide revealing toy and publishing partners.

Plush toy specialist Posh Paws is on board as master toy and will be developing a line for launch in spring 2014.

"Sarah & Duck is a lovely property and we are working hard to ensure that the essence of the Sarah & Duck programming translates through to the product," explained Lisa Dower, group brand manager at Posh Paws. "We will be offering a plush range with a difference and that offers retailers and consumers something unique and special – just like Sarah herself."

In addition, Penguin has signed up to develop a book publishing range, with the launch coinciding with the toys. Sarah & Duck meet the Penguins will arrive in March 2014, followed by Sarah & Duck go to the funfair in June.

Immediate Media will be launching magazine publishing offers for the property.

"Sarah & Duck is a fresh and beautifully animated programme that makes a lovely addition to Cbeebies magazine," said Steph Cooper, editor of Cbeebies magazine.

BBC Worldwide will also release the first Sarah & Duck DVD, featuring ten episodes, in the autumn.

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