Nickelodeon Consumer Products' new girls property, Winx Club, has got off to a strong start on-air, in turn giving the licensing programme a boost.
The show launched in September on Nickelodeon and was the number two rated show on the channel for its launch weekend, plus the number one show for girls aged seven to 15, boosting ratings by 58 per cent.
Since launch 212,200 viewers have tuned in.
Having bought the rights to the property last year, Nickelodeon revoiced the existing content with in-house talent - including Kiki Palmer from True Jackson and Ariana Grande from Victorious - adding new themes and songs.
Nickelodeon UK is currently airing a compacted version of the first two series in four 90-minute specials. It will premiere series three and four in early 2012. A new CGI animation is in development and due to air in autumn/winter 2012, when the consumer products range is due to launch.
Jakks is the toy partner for markets including the UK, US, Canada, Australia and New Zealand, among other international territories. NCP is planning to expand the programme significantly over the coming months.
"It's great to see Winx Club being so well received by target audiences," said Mark Kingston, VP UK & Australia and pan-European retail development, NCP. "This bodes well for the show's licensing programme and confirms its rightful place in Nickelodeon's property portfolio, sitting between Dora the Explorer for pre-schoolers and tween and teen properties such as Victorious and Big Time Rush.
"We're looking forward to working with licensees and retailers on this exciting project and ensuring the Winx Club magic is spread across the UK."