Metrostar grabs Bod

Firm to create first coordinated licensing programme for iconic children's character.
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Licensing and literary agency Metrostar has been chosen by the estate of the late Michael Cole to manage the first coordinated licensing campaign for Bod.

The character was created by Michael and Joanne Cole as a series of four children's books published by Methuen in the 1960s. It was later developed into a popular animated series for BBC's Watch With Mother, voiced by John Le Mesurier.

The series comprised 13 episodes and ran from 1975 to 1984 featuring Bod and his friends PC Copper, Frank the Postman, Aunt Flo and Farmer Barleymow.

The show also ran in other countries including Australia, Scandinavia and the US on Nickelodeon's Pinwheel programme.

More recently, the theme tune has been used in commercials for Kinder and in a chart compilation by Universal. Trunk Records also released Bod, Words & Music on CD. The original series is now running on Nick Jr.

Two new Bod books were created in 2002 and 2003 - Bod's New Leaf and Bod, The Meaning of Life - by Alison and Lo Cole, two of Michael and Joanne's children. The contents will form part of the Bod style guide currently being developed by Metrostar and Lo Cole.

Metrostar will kick off the new range in the publishing, stationery and greetings categories. The property will be showcased on the firm's stand at Brand Licensing Europe in October.

"We are absolutely thrilled to have been chosen by the Cole family to represent Bod," said Claire Potter, MD of Metrostar. "He has so much to offer today's complicated, stressful world - he is warm, gentle, thoughtful and uplifting - qualities which we aim to build upon with his licensing campaign.

"It will be very exciting to watch him grow as a brand."

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It was while she was working at the BBC, that Claire Potter realised the power and untapped potential in television brands: ?At the time, all of the licensing focus was on pre-school and many great family or grown up series were being overlooked,? she explains.

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