Mookie extends The Hive licence

The British toy-maker signs a multi-territory master toy licence with agent Space Enterprises.
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The first new lines of The Hive merchandise from Mookie Toys will go to retail in spring/summer 2012.

Mookie, which previously held a plush licence for the brand, has upgraded its deal and will now produce a "variety" of toys based on the new pre-school CGI animation.

The new agreement covers the UK and Ireland, Australia and New Zealand and South Africa. 

Mark Hurry, director of licensing at Space, said: "We are delighted to be extending our relationship with Mookie Toys - one of our key commercial partners for The Hive. Mookie are already aware of the strength and popularity of The Hive through the existing plush deal and this new agreement represents an appreciation of the brand’s huge global popularity and ongoing licensing potential."

The Hive airs on ITV in the UK and is syndicated in 150 countries by Disney EMEA, reaching 3 million over fours. The launch of Mookie's toy range will co-incide with the show's first DVD release.

The 78 x seven minute episode series follows the fortunes of the Bee family, exploring themes like the environment, team work and being part of a diverse community.


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