Golden Bear renews master toy license for In the Night Garden

The renewal will cover the UK and Ireland, where In the Night Garden has become one of the fastest-selling pre-school toy licenses and a top five pre-school brand overall.
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Golden Bear has renewed its license as the master toy partner for DHX Media’s hit pre-school property, In the Night Garden.

The renewal will cover the UK and Ireland, where In the Night Garden has become one of the fastest-selling pre-school toy licenses and a top five pre-school brand overall.

Under the agreement, Golden Bear will now work on a new product roll out, featuring a Pinky Ponk toy line featuring the In the Night Garden Talking Soft Toys assortment and Ninky Nonk Musical Activity Train.

The hit train sold in excess of 65,000 units in the first six months of launch in 2014 and has remained in the top 10 licensed pre-school items for the last 16 months, according to NPD.

Golden Bear has also secured the rights to the new In the Night Garden Baby licensing programme and is looking to develop products for a standalone nursery toy range expected to land at retailers in 2017.

Tom Roe, commercial director, DHX Brands, said: “In the Night Garden is perennially popular among young viewers and Golden Bear has done an excellent job in managing and growing the brand.

“They have developed a superb toy line which has achieved strong sales. Extending our relationship with golden Bear will allow us to build on this success and further expand the popular toy range.

“We anticipate further growth for this much loved brand as In the Night Garden approaches its 10-year anniversary in 2017.”

Barry Hughes, Golden Bear’s commercial director, added: “Golden Bear is delighted to be extending our contract on In the Night Garden. We have fantastic new product ideas coming to market and will be looking to drive sales to an even higher level in 2016 and beyond.”


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