Grandpa in My Pocket is ratings hit

Licensing activity ramplng up following success of second series on Cbeebies.
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The success of the second series of Adastra's Grandpa In My Pocket has given a boost to the licensing plans for the programme, with DHX Licensing and Brandzoo significantly ramping up activity.

Beginning its run in mid February, the new series took two of the top three slots in the weekly Cbeebies BARB ratings during its first week of transmission.

In addition, Grandpa in My Pocket was also one of the top Cbeebies shows on the iPlayer, while the first DVD, released in mid March, enjoyed strong sales.

Brandzoo is now working with Red Central on translating the show's appeal into a graphic style suitable for a range of licensed products.

The licensing drive will initially include publishing, apparel and toys, with the core target market being the upper end of pre-school.

Licensing activity is also shaping up overseas, where Grandpa in My Pocket has been sold to over 100 territories worldwide. Stella Projects has been appointed the agent for the brand in Australia.

"2010 is already shaping up to be a significant year for Grandpa," said Jenny Johnstone, MD of Brandzoo. "We're now looking forward to building the brand in the licensing arena with a strong and original programme of product launches throughout the year."

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