DHX Brands is heading to next week’s Brand Licensing Europe with what it has labelled an ‘exciting diverse of properties’ headed by Teletubbies, In the Night Garden and Twirlywoos.
Billed as one of the most successful children’s brand of all time, Teletubbies has been named the UK’s number one new preschool property as of May 2016 and has been watched by more than one billion children across the globe.
In 2017, the award-winning property will enjoy its 20th anniversary and will be supported by a robust marketing and PR campaign.
Series two of the hit show is currently in production and will feature new elements including The Hidey Cup and Tubby Car.
According to DHX Media, the global licensing programme for Teletubbies is growing rapidly, with more than 75 top-tier partners already on board, ‘underscoring its position as one of the best-loved and most-recognisable international properties.’
Licensees in core categories include Character Options (award-winning master toy line, with distribution in North America and Northern Europe by Spin Master, Southern Europe by Giochi Preziozi) and Sony Pictures Home Entertainment (DVD and digital) as well as book publishers Egmont (global rights excluding North America and China) and Simon & Schuster (North America)
Recent UK licensees include Alligator (car travel accessories), Euroactive (cots, moses baskets, bouncers, toddler beds), Finsbury Foods (celebration cakes), Sambro International (arts, crafts and outdoor games), Solutions EU (baby kitchen accessories), Spearmark (lighting), Ultimate Products Global Sourcing (wet wipes, tissues, kitchen roll), Vivid (Crayola Kids), Walltastic (wall stickers) and William Lamb (footwear).
Meanwhile, Twirlywoos is classed as an ‘innovative, inspiring entertainment with slapstick humour’ and following recent success, DHX and show creator Ragdoll Productions have announced a further 25 episodes of the pre-school series will be produced for UK broadcaster, CBeebies.
The new series is due to air late autumn.
DHX has already attracted a host of licensees across all key categories for Twirlywoos – including master toy partner Golden Bear, whose product line was one of the best-selling in 2016.
Twirlywoos toys have continued to perform well with several awards and nominations accredited to Golden Bear’s innovative products. Most recently this includes Twirlywoos Run Along Fun Sounds toys which were awarded a 2016 Right Start Best Toy. Products launched in Australia in summer this year, following the show’s success on ABC.
Twirlywoos will perform their first live event with their brand new 20 minute show at The Big Festival in August 2016, marking an exciting start to the brand entering the live event space.
Elsewhere, over the last 12 months, In the Night Garden has continued to cement its position as one of the most popular and best-selling pre-school brands in the UK, boosted through new branding, a new website, an integrated social media and marketing plan, high-profile events and brand new style guide.
In the Night Garden is currently the number one kids’ show across all kids’ channels in the UK – where the show nets out on average over the year. It’s also the number 4 preschool license, showing an 11% growth on last year, according to NPD data.
The firm has recently announced the launch of a dedicated In the Night Garden baby product range, to hit retail in spring 2017. The new range will complement the existing core business but extend the brand into the baby sector of the market. So far, the new In the Night Garden Baby style guide has received an enthusiastic response from both licensees and retailers.
The award-winning property is also about to enjoy its 10th anniversary in 2017 and is as successful as ever. The anniversary will be celebrated with a multi-touch point campaign under the tagline ’10 Years of Magical Journeys’.