PRE-SCHOOL MONTH: Fifi blossoms with new deals

Interactive software, wooden furniture and stationery agreements signed.
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Target Entertainment has secured three new licensing deals for hit pre-school favourite Fifi and the Flowertots.

A total of 48 licensees now represent the Chapman property, which has one of the highest number of UK licensees of any European pre-school girl's property.

Interactive software outfit GSP will bring Fifi to life in an activity game for Nintendo's DS handheld; Ben Ross has signed up for wooden furniture and bubble blowers; while BHL will provide a range of stationery.

In addition to this, a number of existing licensees are renewing and extending their ranges. Halsall is adding instruments and outdoor garden games to its list of categories, while Mondo has renewed its deal for play balls and space hoppers.

Elsewhere in the UK, impressive sales have been notched up in the footwear, clothing and nightwear categories. In 2007 alone, Aykroyds/TDP sold 954,067 units of Fifi nightwear and underwear.

"Three years after her TV premiere, Fifi continues to bloom with an ever increasing number of licensees keen to snap her up," said Target's head of licensing, Shelley Kerridge. "We've now secured deals across all major product categories and Fifi is continuing to deliver huge success for both licensees and retailers."

Val Fry, director of licensing for Chapman, added: "The trio of new deals and additional renewals are further examples that Fifi's success shows no sign of abating and that the brand continues to resonate loudly with licensees and retailers alike."

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