New lines set to boost In The Night Garden - Licensing.biz

New lines set to boost In The Night Garden

Fresh toys and publishing, plus supported in-store initiatives all bolster pre-school brand.
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Ragdoll Worldwide's In The Night Garden is set to enjoy something of a resurgence in terms of consumer products later this year, with a raft of licensees launching new lines.

First up, a new toy range will hit shelves from Golden Bear, the master toy for plush and plastic, play-sets, figures, developmental toys, vehicles and role play products.

The first line, brought forward to summer 2013 due to retail demand, will launch with a new Lullaby Igglepiggle, Play A Tune Upsy Daisy and Igglepiggle's Boat and Bath Squirters, plus mini soft toys, talking toys and travel pals.

Retailers already committed to 2013 listings include Toys R Us, Shop Direct, Asda, Tesco, JD Williams, Debenhams, Boots, BHS, Amazon, Sainsbury's and The Entertainer.

Argos exclusives include a Jumbo Igglepiggle, Glowing Night-Time Igglepiggle and an Igglepiggle and Upsy Daisy Clicking Figures Twin Pack.

Chris Ashton, senior buyer at Toys R Us, commented: "In the Night Garden was our fifth biggest licence in 2012 with 33 per cent YOY growth. We have high expectations for the new products from Golden Bear in 2013 and 2014."

The publishing range from Penguin Books also continues to grow with new lines including a cloth book, finger puppet book and board book available in summer/autumn 2013.

Inspirationworks will also be launching early learning devices including a Magic Mirror Laptop and Little Book in the autumn.

Aykroyds has already secured the number two bestseller slot in BHS for its pyjamas, just behind Disney Princess. A Ragdoll-supported in-store promotion in September will further strengthen the category and brand positioning.

Other key licensees on board include Cohen & Wilks, Danilo, Brecrest, VMC, Infinity Entertainment, Princes Foods, Minor Entertainment and BBC Worldwide Digital & Gaming. An early DTR has also been agreed with The Clothing Outlet, which has concept stores with the Garden Centre Group.

The In The Night Garden Live tour is also back on the road for a fourth year. Click here to read our story.

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