The UK licensing programme for eOne's Ben and Holly's Little Kingdom has exceeded all forecasts, the firm has revealed, with 34 partners now on board.
The show currently ranks as the second most popular on Nick Jr (behind Peppa Pig), with eOne having commissioned a further 52 x 11-minute episodes that will roll out in 2012 and 2013.
In terms of licensing, new product launches for autumn/winter include stationery, greetings, role play toys, electronic learning toys, confectionery, annuals, hair accessories, jewellery, lighting, melamine, lunchware, bags, umbrellas, belts, hats, scarves, gloves and footwear.
Gaps remaining in the licensing programme include part work publishing, toiletries, furniture, FMCG, gaming, posters, stickers and promotions, with eOne actively seeking to fill these categories to launch in 2012.
Dedicated TV advertising is also being planned for Golden Bear's toy range, MV Sports' outdoor toys and eOne's DVD release of The Tooth Fairy this October.
On top of this, costume character appearances at Lollibop and Skyfest family festivals are also planned for this summer, while a dedicated brand website and social media channels are due to launch in September. On air and online activity is planned with Nick Jr for October, while coverage will run in Practical Parenting Magazine.
Moving into 2012, and eOne will be launching celebration cakes, amusement rides and wall décor. In addition, there will be on-air competition activity with Milkshake and a special DVD release - The Elf Games - to tie in with the Olympics. A small licensing and marketing strategy will also be developed around this theme.