Character Options will become the latest licensee to join the growing Bin Weevils licensing programme, with the announcement of a multi-year toy partnership unveiled at London Toy Fair today.
The product range is currently in creative development, but will feature collectible figurines, plush and play-sets amongst other toy product.
Already ranked number 2 in the UK, amongst children’s social worlds (Source: Comscore November 2011), BinWeevils has shown rapid growth in both number of users and number of licensing partners over the last year. Its popularity with its audience led to its winning the ‘best kids web-site’ children’s BAFTA award in November ahead of such competition as Moshi Monsters, Club Penguin, Disney, Nickelodeon, Cartoon Network and CBBC.
Amelia Johnson, director and co-founder of Bin Weevils, said: “Our growing digital audience has been hounding us to release physical Bin Weevils toys. In response to this noisy demand, we chose Character Options as our partner in this key category because of their unparalleled track record in producing great toys and their unique understanding of how kids want to interact, personalise and collect Bin Weevils in the 'real' world.”
Jon Diver, joint MD, Character Group said: “Bin Weevils is a leading name in the world of kid’s social media and we are delighted to be working with such a creative and innovative brand. Later in 2012 Character will launch a range of toys that will replicate the fun, interactive, entertaining and educational experience that the millions of users enjoy when visiting the Bin Weevils site.”
Following on from the Best Website win at the Bafta Children’s Awards in November, the Bin Weevils site had its biggest ever month in December, with over two million kids aged six to 11 visiting the site.
The licensing programme already includes Macmillan, which will be releasing a further eight new book titles in 2012, and Egmont which will launch their monthly magazine in time for February half-term. Other products currently available at retail include Top Trumps, and Bin Weevils membership cards which are available nationwide in over 3,000 UK stores.