Chapman's Roary the Racing Car gets US boost

Toys, DVDs and new episodes of TV series planned for 2011.
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Chapman and Hit Entertainment are looking to build up Roary the Racing Car in the US, with a raft of consumer product launching in 2011, alongside new episodes of the show.

Following a successful debut on 24-hour pre-school channel Sprout, Roary will now be boosted with toy lines from Bandai and K'Nex, plus DVDs from Hit and Lionsgate.

US master toy partner Bandai will launch a full product line including die-cast, push-along Racing Stars, Talking Turbo Vehicles, Roary R/C and play-sets. Three key items will be packaged with a special episode on DVD.

Building sets from K'Nex will launch exclusively in Toys R Us from the beginning of March, supported by TV advertising and an online campaign.

"Roary the Racing Car has already achieved great success in the UK and throughout the rest of the world, so we are very excited to bring him to the US," said Andrew Haydon, Chapman's commercial and finance director. "He is a great vehicle for getting kids excited about cars and motor sports from an early age and we hope our number one star will take the checkered flag in the States."

Stacey Reiner, VP US licensing at Hit Global Brands, added: "Chapman Entertainment has created a smart and extremely likeable set of characters and stories with Roary the Racing Car and it has translated well to toys and consumer products."


Roary the Racing Car

After achieving enormous success with Fifi and the Flowertots, when Chapman first mooted the idea of Roary the Racing Car, the response was overwhelmingly positive.

Roary races ahead

Chapman is heading to Brand Licensing Europe on a high after boys? property Roary the Racing Car stacked up some solid sales.

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