Chorion ramps up Spot activity as brand hits 30

New entertainment, merchandise, events and books help celebrate milestone anniversary.
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With the brand currently celebrating its 30th anniversary, Chorion has revealed a host of activities for pre-school classic, Spot.

To mark the milestone, a number of celebrations and new product introductions are ongoing in multiple territories, including the US, Europe, Australia and Japan.

In the US, BBC America released Where's Spot? on DVD in April, with plans to launch Spot Goes to School in August and Spot's Magical Christmas in October. New licensing deals have been inked with Andover Fabric, Starry Story Art, Meri Meri and the Zoobies. The Spot Zoobie will be featured on QVC for Christmas in July.

Master toy licensee Kids Preferred is expanding its Spot product line to include puzzles, backpacks, bath toys and wooden toys for roll out in 2011.

In the UK, Abbey Home Media launched a special edition 30th anniversary DVD in March. The Spot TV series began broadcasting on CITV in April with further episodes due to air this month. Storytelling and in-store events supported the Spot exhibition at Selfridges in London over the May bank holiday weekend, while the touring art exhibition will also be featured at the Chelsea Library, Foyles book store and regional museums during 2010.

An exclusive birthday party is planned for August 5th, while master toy licensee Rainbow Designs will introduce an expanded line of products including puzzles and wooden toys for 2011.

Additional book titles will be unveiled from Warne, including a 30th anniversary special edition of the classic Where's Spot?

Key activity has also been taking place in Australia, with the character appearing at a number of live events throughout the year.

"Spot continues to delight pre-schoolers around the world and we look forward to its continued success," said Steve Cipolla, EVP, global licensing and sales at Chorion.


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Since the original title launched in 1980, over 50 million Spot books have been sold. We take a look at the accompanying licensing programme.

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