Parthenon Entertainment Group has signed up Tomy as the European master toy licensee for The Magic Roundabout.
Tomy is planning a series of product launches for roll out in spring 2009. It is aiming to develop ranges across key categories for the pre-school sector.
The Magic Roundabout will join other licences such as Thomas and Friends and Teletubbies in Tomy's portfolio.
October saw the world premiere of a brand new CGI animated TV series of The Magic Roundabout, broadcast in the UK on Nickelodeon’s pre-school channel, Nick Jr. The show has been watched by 1.7million individuals since it launched.
Caroline Mickler, brand and licensing consultant for Parthenon, said: “Following the very successful world premiere of The Magic Roundabout on Nick Jr, we now welcome Tomy on board as the master toy licensee.
"This appointment forms a major part of our on-going strategy to develop this iconic property through a dynamic licensing and marketing programme that will appeal to the pre-school audience. We look forward to working closely with Tomy in developing innovative products that we are confident will add even more magic and keep kids and their parents spellbound.”
Joanne Gray, head of Tomy’s nursery, infant and pre-school division, added: “We are thrilled to have secured the master toy rights for The Magic Roundabout. In the 1970s it was a firm family favourite, with some fantastic characters. Children who watched it back then are now parents themselves and will have fond memories of the programme.”
Gray continued: “We’ve already got some fantastic licences in the Tomy stable, including European rights for Thomas and the Teletubbies, as well as other key licences including Winnie the Pooh and Dora the Explorer. Securing The Magic Roundabout licence enables us to fulfil our pledge to always launch imaginative toys that bring characters to life. There is enormous scope for developing the product range and by spring 2009 we will have launched our first toys, with an even bigger range going into 2010.”
The new Magic Roundabout series currently airs in the UK on Nick Jr every weekend at 12pm and every day at 6pm on sister channel Nick Jr 2.