The licensing programme for popular boys brand, Horrid Henry, is sure to get a boost from the release of the 3D live action film next year - which has now started shooting in London for a seven-week period.
Release of the film is set for summer 2011. The project has been co-funded with the UK Film Council (plus Prescience and Aegis Film Fund), with the movie being distributed by Vertigo Films in the UK.
Horrid Henry: The Movie stars Anjelica Huston as Henry's teacher Miss Battle-Axe; Rebecca Front as headmistress Ms Oddbod; Richard E Grant as a rival headmaster; and Parminder Nagra as Miss Lovely.
Other well-known names confirmed for the film include comedians Noel Fielding, Jo Brand and Matthew Horne, plus Prunella Scales. Newcomer Theo Stevenson will play Henry.
Horrid Henry is the most successful children's literary character in the UK after Harry Potter, with book sales of more than 16 million. Novel Entertainment's animated TV show is the most successful series ever for CITV, while CPLG's licensing drive continues apace.