BBC readies Tweenies tenth anniversary celebrations

Children's brand to be given a year-long party including licensing, music, live events, web and DVD campaign.
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Next year will see The Tweenies celebrate its tenth anniversary - and BBC Worldwide is planning a year-long celebration for the pre-school property.

Launched back in September 1999, The Tweenies has to date amassed over £480 million in licensing worldwide, sold to over 65 countries, sold 21 million magazine issues, 3.5 million DVDs and over 1.4 million live events tickets, including sell out shows in Australia and the UK in 2007.

BBC Worldwide is now developing a licensing, DVD, music, magazine and live events programme around a party them - kicking off in early 2009. Activity will include work across BBCW divisions such as party specials in the Tweenies magazine, party themed DVDs, new product lines, new formats and a 45-venue theatre tour around the UK.

The company has also confirmed the launch of a dedicated website for parents to create the perfect party. The site will include games, themes, songs and tips for hosting parties through the year.

The party year will be supported with a cross-platform marketing campaign. Creative agency Oakwood Media Group has been appointed to create the new website, while Frank PR will develop a high profile PR campaign to drive national and regional media coverage.

"The Tweenies have those unique qualities which cross generations of young children and next year is all about cementing their position as a classic brand for pre-schoolers and building a platform for our licensing partners," said Neil Ross Russell, MD of Children's at BBC Worldwide.

"We would love to hear from licensees and retailers to discuss the opportunities the tenth anniversary celebrations will provide for 2009 and beyond."

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