Having made its broadcast debut on Nick Jr earlier this month, the licensing programme for Ben & Holly's Little Kingdom is now stepping up a gear.
E1 Entertainment (formerly Contender Merchandising), which owns the rights to the property, is planning ahead to meet an expected high demand for product across all categories.
Retail launch discussions are already well advanced, with a targeted launch with a small number of retailers being planned for March 2010.
The main launch will then follow in June.
A number of licensees are on board including Golden Bear as master toy. Penguin is planning a series of books for launch next March; Cooneen and Misirli have been licensed to supply nightwear, underwear and socks; Cohen and Wilkes will supply outerwear; Character World has bedding; and Jumbo will roll out puzzles and games.
"We are thrilled with the response from the licensing community to Ben & Holly's Little Kingdom, and with the strong backing the series has received from Nick Jr and many other children's channels worldwide," said Hannah Mungo, licensing manager at E1 Entertainment.
"As with Peppa Pig, our aim is to build this delightful and engaging property with care and sensitivity, with an eye to making it a long-term success.
"Judging from the way in which the popularity of the TV show has been matched by licensee and retail support for the merchandising programme, it looks like Ben & Holly's Little Kingdom is well on its way to achieving that aim."