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BBC Studios eyes Hey Duggee growth in China with PPW partnership

Hey Duggee, the popular children’s TV series produced by BBC Studios, is expanding its international reach, having secured a new agent and licensee for Greater China in PPW Sports and Entertainment.

The partnership – and plans for the Chinese market – was unveiled at the China-UK Economic and Financial Dialogue this week in London. The dialogue was co-chaired by the Chinese Vice Premier Hu Chunhua and the UK’s Chancellor of the Exchequer Philip Hammond.

The agreement will see PPW act as the agent and licensee for Hey Duggee for Greater China – including mainland China, Taiwan, Hong Kong and Macau. Under the multi-year deal, PPW will represent the property across multiple rights, including merchandise, family entertainment centres, live events, stage shows, digital, gaming, publishing, audio and English language learning.

 The agreement was signed by Ivan Chan, founder and CEO, PPW Group, and Tim Davie, CEO, BBC Studios. Minister George Hollingbery, Minister of State for Trade Policy at the Department of International Trade (DIT), UK, was present to witness the signing.

 “Since its launch in China two years ago, Hey Duggee has become a huge hit with Chinese audiences on digital platforms. Its first year alone saw close to two billion views on SVOD and it continues to capture the imagination of children across the country,” said Davie.

“This deal with PPW will bring the show’s much loved characters even closer to its fans in the region.” 

 Chan, added: “PPW aims to bring fun to people. Hey Duggee is a heartwarming brand that brings joy to its viewers, and also teaches them sound values that we hope our children will learn.

“We hope that this partnership will grow the brand even further, and enrich the Hey Duggee viewing experience.”

Hey Duggee is an animated television series aimed at two to five year olds and is centred on The Squirrel Club, an after-school activity club for children led by Duggee. It is produced by Studio AKA in association with BBC Studios.

The China-UK Economic and Financial Dialogue focuses on the theme of promoting common growth and inclusive development between the Chinese and British economies and was held in London on June 17 2019.

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