The popular pre-school property, Daniel Tiger’s Neighbourhood is growing its licensing footprint once again, having secured a raft of new partners, including master publishing from Simon & Schuster.
Fred Rogers Productions’ Emmy-winning PBS Kids series has secured a string of new licensees that also includes Coloforms, Topix Media Lab, ASO, and Kurt Adler. Products will begin to land at retailers across the US from this summer.
“Daniel Tiger’s Neighborhood continues to be a favourite with children and families in ‘neighborhoods’ around the world,” said Paul Siefken, president and CEO, Fred Rogers Productions. “We’re delighted to be working with licensing partners that are leaders in their respective categories to further expand the assortment of series-inspired products for young fans to engage with, learn from, and enjoy.”
Kristin Lecour, VP consumer products, 9 Story Media Group, added: “Kids and families love Daniel Tiger’s Neighborhood and demand for new products continues to grow. Our partners are helping to give children and families new and meaningful ways to spend time with Daniel Tiger, his family, and friends.”
Publishing remains a hot category for the brand. In addition to surpassing the 10 million mark for printed books based on the property, sales of Daniel Tiger’s Neighborhood books from Simon & Schuster rose 58 per cent in 2018 over 2017 — marking the fifth consecutive year of growth.
Coming this fall from Simon & Schuster are “Daniel’s Ugga Mugga” box set, which includes stories about love; and “Calm at the Restaurant,” an 8×8 book with a tic-tac-toe game board and pieces.
To celebrate the holiday season, Simon & Schuster will release a “super chubby” board book, “A Very Merry Day in the Neighborhood,” while Cottage Door Press will introduce a sound book, “Snowflake Songs,” and Topix Media Lab will release “Let’s Play Together,” a paperback featuring activities originally developed for Mister Rogers’ Neighborhood.
In addition, new Colorforms offerings from Kahootz Toys headed to retail this fall include a variety of Daniel Tiger’s Neighborhood-themed creative fun, including Daniel Tiger Dress Up Play Set; Daniel Tiger Beach Vacation Take-Along Set; Daniel Tiger Foam Bath Time Set; and Daniel Tiger Fuzzy Felt Costume Closet Set, all with re-stickable pieces and a fold-out scene.
Also on the way to Target stores nationwide this fall are Daniel Tiger’s Neighborhood bandages from ASO. The new item will be available in Target’s Bullseye’s playground area. And on the way in 2020 to help spread holiday cheer will be a new line of Daniel Tiger Christmas ornaments and stockings from Kurt Adler.