As the character's 60th anniversary approaches, Chorion has revealed three more licensees have joined the programme for Noddy.
NSR has been appointed as the new global master toy licensee, with Spin Master becoming the UK distributor and Lansay coming on board for France and Benelux.
Consumers will see new product from spring 2009 as it rolls out to retailers across the UK, France, Portugal and Eastern Europe.
NSR joins an impressive list of over 200 existing Noddy licensees around the world.
The new signings come as the pre-school favourite is gearing up to begin its 60th anniversary celebrations this autumn. Spearheading the diamond year will be new television content, supported by a year-long celebratory programme in the UK and France including extensive retail promotions, live events and other soon to be announced consumer and trade activity.
Other developments for the brand include the recently relaunched www.noddy.com which is now online in the UK, France and Portugal. Since the new-look site went online in the UK last November, user figures have increased by 750 per cent.
The new website is due to be rolled out across other key territories shortly.
The new appointments won't affect other current European distribution partnerships. Concentra in Portugal and Epee in Eastern Europe will continue to distribute Noddy toys and will take NSR product from next spring.
"On the eve of a momentous anniversary year for Noddy, we are delighted with the signing of these three major new partners," said Eric Karp, EVP of global licensing and merchandising at Chorion. "NSR, Spin Master and Lansay have excellent credentials to take the universally-loved Noddy property to the next stage in its already enormously successful life."
Nir Pizmony, president of NSR, added: "Respect for the immense heritage of the brand, coupled with the vision and innovation of Chorion, are the key ingredients from which NSR and Spin Master will make this goal a reality."