BOYS MONTH: Horrid Henry push moves up a gear

Re:creation toy line ramps up on TV; CPLG planning further licensing activity.
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Now the most successful children's literary character in the UK after Harry Potter, CPLG is looking to build on the existing licensing programme for Horrid Henry even further in 2010.

The Horrid Henry books have sold 15 million copies and have been translated into more than 21 languages. In addition, the TV series - produced by Novel Entertainment - now totals 104 episodes and is CITV's most successful show ever. DVDs of the show (from Abbey Home Media) have combined sales of more than 600,000 units to date, while there is also a music album, stage show and a new website.

The line from master toy partner Re:creation has been a key driver in the programme, however.

Products include the TV-advertised Purple Hand Gang Fort play-set, which combines elements from the books and the TV series. Accompanying the play-set are five different five-inch action figures - these include Pirate Horrid Henry, Perfect Peter & Fluffy, Mischief Horrid Henry (pictured), Horrid Henry with skateboard and Rude Ralph.

All the figures have articulated joints and each comes equipped with a set of accessories.

Re:creation has been TV advertising the Horrid Henry line since the summer, as well as doing print, PR and online activity. The TV blitz will run through until December totalling 300 TVRs.

Elsewhere, video games across a variety of platforms are being released by Asylum Entertainment.

CPLG UK MD Vickie O'Malley commented: "The brand has huge awareness among its target audience and by its very nature offers a wealth of creative opportunities for licensing. It is already a classic name and one that we expect to go from strength to strength in the months and years to come."

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