PRE-SCHOOL MONTH: Open Mind looks to ramp up Numberjacks drive

Primary school trial and live show among developments being planned by ambitious team.
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Having recently taken the licensing rights to pre-school hit Numberjacks in-house, Open Mind Productions is gearing up for a spate of activity to boost the brand.

The show has been on air since October 2006 and has quietly established itself as a favourite among pre-schoolers and their parents.

Open Mind has spent the time since bringing the property back in-house looking at its position in the market and to create a plan of action to move it forward.

"Strangely, we feel that the difficult economic times that we're all currently experiencing seem to be working to the benefit of brands like Numberjacks," the company's Nick Underwood explained to Licensing.biz. "As a parent of three little ones myself, when I buy something for the children I'm definitely looking for value in price, but I'm also looking at the wider values within the brand.

"In tough times we all become much more astute in our buying habits, whether it's cans of baked beans or character-led books and toys."

One of the observations made by Open Mind in recent months has been at the appeal of the Numberjacks brand above the pre-school age bracket.

"Maybe because the show is about numbers and problem solving, and therefore older sister can show off a bit to younger brother, children in the first few years of primary school don't see Numberjacks as 'baby TV', which is pretty unusual," Underwood continues.

"For that reason, we currently have a really exciting extension of Numberjacks out in a number of UK primary schools on trial, and the results are rapidly driving us towards a 'Numberjacks for Schools' initiative."

On top of all this, Underwood also says that a live show and a branded online home learning project are also in development for Numberjacks.

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