eOne's Humf licensing push gathers pace

First foray into publishing sector for pre-school brand following DVD success.
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Entertainment One is expanding its Humf programme into the publishing sector.

The firm has struck an international deal with Igloo Books which will see a number of published formats distributed across 36 territories.

Igloo will launch its range from spring/summer 2011. Products will include story books, gift and novelty books, board books, touch and feel, poster and sound books, sticker, puzzle and activity books, colouring, audio books and annuals.

The deal comes hot on the heels of Humf's success in the DVD sector. eOne released the first title in August and it has notched up sales of almost 14,500 units in its first month - making it the biggest new pre-school series on DVD of the year (YTD).

A second title - Humf and the Big Boots - is due for release in Q1 2011.

In addition, P2 Games is on board to develop Humf iPhone applications for release this year. Redan also continues to feature the character in its Fun to Learn Friends and Fun to Learn Favourites titles.

"Building on the momentum of the brand's success on DVD, we're confident that this publishing deal will provide a strong foundation for the Humf licensing programme which we aim to develop over the next year," said Andrew Carley, head of licensing at Entertainment One. "The partnership with Igloo will be integral to the growth of the property and we look forward to working with the team there."

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