Ready, Steady, Build is the new title for the CG-animated episodic series takes Bob back to his roots with character-led storylines that focus on fun, play and building.
The new format will focus on characters and locations, building familiarity and that can in turn be translated into new ranges of consumer products.
The series also expands the viewing age window of Bob the Builder and is set to launch in the UK in early 2010.
Ready, Steady, Build is supported by a new logo which will appear on packaging from early 2010 and will tie-in to the broadcast launch of the all new CG-animated television series in the UK.
RC2 has also renewed its EMEA master toy licensee agreement with RC2 for Bob the Builder. Under the multi-territory, multi-category licensing agreement (excluding the US, UK and Japan). The firm will manage all toy category rights for Bob the Builder in the EMEA territories from 2010.
Martin Yaffe will continue as Hit’s UK toy partner. RC2’s licensing programme will showcase a new range of product from spring 2010 including major product development on a new range of toys.
Jon Owen, SVP Consumer Products EMEA commented: “We are delighted to be continuing our partnership with RC2 on Bob the Builder for the EMEA territories. We look forward to working with RC2 on further re-energising the brand with exciting new product lines and initiatives to take Bob to the next level and into new markets.”
Clive Wooster, managing director RC2 added: “This renewal agreement cements the strong partnership we have with Hit Entertainment. Here at RC2/Learning Curve, we have a very wide ranging distribution network across EMEA and we will be utilizing that reach to drive our Bob the Builder line.
"Our retail and distributor partners can look forward to some exciting new products and more of our effective promotional activity to support their own campaigns.”