Aardman's Timmy Time is ratings hit - Licensing.biz

Aardman's Timmy Time is ratings hit

First venture into pre-school arena gets off to a flying start on Cbeebies; more licensees signed.
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Aardman Rights' Timmy Time has been watched by 4.8 million individuals since its debut on Cbeebies in April, according to figures from Barb.

The show airs three times a day, Monday to Friday, and has achieved above average share of carers with children 0-3 and 4-6 year-olds in all three time slots, particularly in the afternoons where averages +3.5 share points above the 2008 avereage for that slot.

The strong start in the UK marks the start of the international roll out of Timmy Time, with a raft of major broadcast and licensing deals already in place.

In the UK, Aardman has just secured a deal with Trade Mark Collections for a range of bags and accessories to hit the High Street and grocers this autumn. This follows on from a flurry of activity on the property, with Aardman recently inking deals with Golden Bear for wooden toys in the UK and with Jakks Pacific as master toy partner for the US and Canada.

Also in the UK, Vivid is on board as the master toy licensee; Egmont has picked up UK and Commonwealth publishing rights to Timmy Time and, in a separate deal, Titan Magazines will be producing a monthly comic for the UK and Eire.

International licensing agents secured at Hit Entertainment for North America, Super RTL in Germany, Kidz Entertainment in Scandinavia and Eastern Europe, Haven Licensing for Australia, TF1 for France and Pro Entertainment for Argentina and Brazil.

"Timmy Time has quickly established a huge fanbase on Cbeebies, in particular with housewives with kids, which is at the core of any successful pre-school licensing programme," said Sean Clarke, head of Aardman Rights. "We aim to capitalise on this, and will be announcing some fantastic new partnerships over the next few weeks following a very successful licensing show."

Timmy Time has also been snapped up by a variety of international broadcasters. These include Disney Channels worldwide, ABC TV Australia, TF1 in France, Super RTL, Nickelodeon, Estonian TV, Minimax in Hungary and CEE, Hop for Israel and Romania and Al Jazeera Children's Channels for the Middle East.

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