BLE 2010: BBC Worldwide readies for Olympia return

New-look stand includes private viewing theatre for guests to check out pre-school, adult and lifestyle brands.
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One of the original exhibitors from Brand Licensing, BBC Worldwide is readying for its 12th appearance at the show.

The firm has a newly designed booth to provide visitors with a 'walk-through' experience of its brands, incorporating a private viewing theatre.

Heading the line-up will be new pre-school brand ZingZillas, which debuted on Cbeebies in the UK back in April. Already supported by 17 licensees, BLE will be the first time BBCW has showcased the product range in Europe. Master toy Vivid has already had its line tipped as a Christmas must-have by Hamleys - it includes musically themed and talking plush toys, play-sets, outdoor products and games.

The team will also be showing product from categories including lunchware and melamine, apparel and toiletries from licensees including DNC, Hall & Associates and Akyroyds & TDP.

In the Night Garden, meanwhile, will remain a key focus going forward, with BBCW now looking to build its success on an international level.

The licensing programme for Top Gear continues to pick up the pace in territories including Australia, South Africa and Europe. In Australia, for example, Top Gear has secured top selling lines in apparel and confectionery, as well as gaining the number one selling calendar in 2010.

The UK programme now boasts over 25 licensees including master licensee Wow Stuff, which is launching new product for this autumn/winter.

The success of Matt Smith as the 11th Doctor has reinvigorated the licensing programme, with BBCW introducing new-look branding for the property across all ranges. Again, Wow Stuff is planning a range of adult gifting products for autumn/winter. Outside of product licensing, more than 1.5 million people have attended the Doctor Who touring exhibition, while a live tour begins a nine-city stint in October.

Other brands being presented across the three days will include evergreen Teletubbies, new pre-school property Wibbly Pig and eco-based brand Dirtgirlworld.


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