PRE-SCHOOL MONTH: Sector Guide Special

From evergreens like Thomas the Tank Engine and Postman Pat, through to newcomers such as Timmy Time and In The Night Garden, the pre-school sector is one of the most licence-heavy areas of our market. Samantha Loveday takes a look at some of the big players...
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Timmy Time – Aardman’s first foray into the pre-school sector – is proving to be something of a hit with licensees and has secured a number of deals.
Vivid Imaginations has come on board as master toy partner and will be launching products across plush, playsets, games, puzzles and outdoor toys for autumn/winter 2009. Meanwhile, Egmont has picked up UK and Commonwealth publishing rights, and in a separate deal, Titan Magazines will be producing a monthly comic for the UK and Eire.
Aardman also has a strategic deal with Hit in the US, which has been expanded to include the consumer products roll out of Timmy Time in North America in all key categories including home entertainment, toys, games, publishing, apparel and accessories. In addition, Hit is managing Aardman’s themed attractions business worldwide, which includes Timmy Time, Wallace & Gromit and Shaun the Sheep.
Timmy Time is due to air on Cbeebies in 2009 and has also been picked up by Disney Channels worldwide, including the US. The series will combine Aardman’s well-known stop motion style with classic simple pre-school animation.

BBC Worldwide

In the Night Garden
Since the launch of licensed product in the second half of 2007, ITNG has been named fastest growing property (NPD December 07), spent two months as the biggest property in the Total Licensed Toy and Game market (based on share of value sales, NPD, March 2008) and notched up a Top Toy 2007 accolade (Toy Retailers’ Association).
With 40 licences secured to date and continued interest from new partners, ITNG is certainly following in the successful footsteps of Ragdoll’s previous creation, the Teletubbies. Master toy licensee Hasbro regularly holds four slots in the top ten best selling plush items (NPD May 2008), while Blanket Time Igglepiggle has received the honour of Top Toy 2007 in both the UK and Australia.
Other successes for the brand include the DVDs selling half a million units to date, Penguin’s books shifting 1.1 million copies to date and the demand for the magazine seeing it increase its publication to fortnightly.
The remainder of this year will see the arrival of Hasbro’s Playmat World and Upsy Daisy and Her Bed in August, while other launches will include Martin Yaffe’s line of outdoor toys and furniture; Dan Jam’s wooden toys; and Vivid’s range of infants arts and crafts products under the Crayola Beginnings brand in the UK and Eire. For 2009, BBCW has agreed terms with Golden Bear to manufacture and distribute a nursery range, including teethers, buggie toys and first activity fabric toys.

Charlie & Lola
The third series is currently being aired on BBC1 and Cbeebies, while this year has also seen the first ever stage incarnation kick off at the Polka Theatre in Wimbledon.
Master toy licensee Golden Bear is due to unveil its new wooden collection and soft toy range including the Chattering Charlie & Lola this month. The plush will include TV ad support for the first time, while Golden Bear’s product will be showcased alongside a special puppet show at an event for Harrods on August 30th and 31st.

Following a successful tenth anniversary, the Teletubbies return with licensed product targeting both the core infant audience and tweens who remember the brand from their youth. Dance with Me Teletubby is the new hero plush, which giggles, blinks and boogies. It will be supported with TV ads and a high profile marketing campaign.

3rd and Bird
The new animated pre-school series produced by Little Airplane is set to be a big priority for BBCW, after it recently confirmed the global distribution rights. The show launches on Cbeebies shortly, and follows a community of birds that live, learn and play in the branches of a beautiful tree. Written and researched in the US and the UK, BBCW will be revealing the first licensing partners shortly.

Chapman Entertainment

Roary the Racing Car
Over 30 UK licensees are now signed up to support Chapman’s second pre-school brand, which premiered in the UK in May 2007.
Work has now begun on the second 52x10-minute series at the newly formed Chapman Entertainment studio, which opened this month. The new series to due to launch on Five’s Milkshake and Nick Jr in the UK in 2009, and will introduce some new faces and locations to Silver Hatch.
International TV sales have now been secured in over 110 countries and Roary has now premiered in a number of places overseas with the international product roll out set to begin this autumn in France, Benelux and Scandinavia. A collection of key agents have been appointed including France Television Distribution (FTD) in France, Telescreen in Benelux, Haven in Australia and Hit in North America and Japan.
The lifesize remote control Roary and Big Chris costume characters continue to make appearances across the country and are due to appear at numerous events this summer including a dedicated show at Westfield Shopping Centres and an appearance at Legoland in September. Roary will also be at events in Australia and will be taking part in the Kika tour in Germany, which will see Roary and Big Chris in their live first ever stage show appearance.

Fifi and the Flowertots
After a successful premiere on PBS Sprout in the US and on Treehouse in Canada earlier this year, the brand is set to grow further in North America. Chapman’s Val Fry is working with Hit to secure a raft of licensees across the Atlantic. The show has now been sold to 162 countries.
Closer to home, and the character is appearing in two touring theatre shows this summer. The first stars Fifi and her garden pals in The Fairy and the Flowertots, produced by Premier Stage Productions, while the second will see Fifi and Bumble joining a line-up of popular characters and presenters from Five’s Milkshake block in the Milkshake Live Tour, produced by Dan Coleman.
Fifi will also be helping out with Jeans for Genes Day – the national charity for children with genetic disorders which encourages people to wear jeans instead of the usual uniform or work clothes. The character will be promoting the day in a special mailing to all UK nurseries, while there will also be a specially created range of Fifi zip pulls at retail.


The Mr Men Show is proving to be a big hit with licensees worldwide since its launch in October 2007, with categories including clothing, homewares, games and food now secured.
Fisher-Price is due to launch toys in the UK and Australia in the autumn, with the range including plush, playsets and feature plush, while Sony Pictures Home Entertainment has signed as the global DVD partner with releases scheduled for Q4 this year.
Egmont, Unilever, Zara, H&M, Adidas, Marks & Spencer, Hachette and Sahinler are all signed up as licensees across a range of categories.
The TV show is also performing well: already successful on Five in the UK, Cartoon Network in the US and France 5, the series has also sold to ABC Australia, RTP Portugal, Hop Israel and Tiji France.


The warmth, humour and simplicity of the Peppa Pig stories and drawings have charmed pre-schoolers and parents alike, leading to consistently high ratings on Five's Milkshake block and Nick Jr in the UK, DVD sales of over a million in only three years and a growing retail presence.
Since Peppa Pig's launch in 2003, Contender Merchandising - the licensing arm of Peppa's owner the Contender Entertainment Group - has secured over 46 licensing agreements in the UK alone. They include toys by Character Options, books by Ladybird, DVDs and all apparel categories.
In addition, party and greetings products, bedding, interactive media, magazines, games, puzzles, accessories, homewares and confectionery are already available or in development.
Internationally, Peppa Pig has been sold for broadcast into over 150 territories. Contender is now in the process of establishing licensing programmes throughout Europe, and in Japan, Australasia and North America.


Sesame Street
Following its huge success with Tickle Me Elmo, global master toy licensee Mattel has now developed Elmo Live, which is due to launch in autumn/winter 2009. For the first time, the character’s mouth will open and close to appear as if it is speaking, while the head bobbles back and forth as it speaks. The toy will also wave its arms, sits and stands, as well as crossing its legs while telling stories and jokes, singing songs and playing games.
Giving the Sesame Street brand a further boost, new DVD partner Abbey Home Media has three more releases lined up for Q4; Cooneen has pre-school nightwear and underwear; Dealmakers BV will be rolling out wooden toy trains and wheel toys (including walking bikes, four-wheel bikes and doll carriages); Fabric Flavours has high-end children’s fashion tops and t-shirts; Gund has a line of plush (including mini plush, backpack buddies, plush magnets, bookmarks, full body puppets and hand puppets); Re:creation will be producing a range of electronic games; and Worlds Apart has the Elmo Shake and Giggle chair.
In terms of broadcast, the new claymation series Bert & Ernie’s Great Adventures will launch on Five. Elmo’s World already airs in the Milkshake block, while Play with Me Sesame runs on Disney Playhouse.

American Greetings
As confirmed at Licensing International in June, Hasbro is the new master toy licensee for the Strawberry Shortcake and Care Bears brands.
Strawberry Shortcake now has a new look to appeal to a new generation of girls. A line of strawberry-scented toys is due to hit retail in autumn/winter 2009, while a movie and DVD release is also being planned for the same period. Additional DVDs and a new television series are also in development.
Meanwhile, the Care Bears – which celebrated the 25th anniversary last year – also have a new look, with a fresh toy line appearing in autumn/winter 2009, along with a new CGI movie and DVD release.

Decode Entertainment

Franny’s Feet
Following the adventures of a little girl with magical shoes, this series has recently been acquired by PBS Kids Sprout, following good ratings in the US on Thirteen/Wnet where it airs daily. It also been sold to the Disney Channel in the UK, as well as airing in more than 150 countries around the world.
Playskool, a division of Hasbro, has the worldwide master toy and games licence, while further deals have been signed for the US with Allumination Filmworks for home entertainment, Halloween costumes with Disguise and Cadaco for crayon and paper arts activity products. Penguin Group USA has launched storybooks, readers, sticker books, as series of novelty books (such as board, life-the-flap and word games), while Simon & Schuster’s range of colour and activity books and kits will roll out later this year.
Meanwhile, in the UK an apparel deal has been inked with Cooneen and a dress-up deal with Cesar – both of which were brokered by Rocket Licensing. In Argentina, agent IMC has signed up Ediciones B as publisher of storybooks and soft cover titles in Argentina and Uruguay.

Bo on the Go!
Halifax Film’s pre-school property is currently one of CBC’s highest rating shows. It has also sold to broadcasters worldwide including France 5, Disney Channel Spain, Cartoon Network (India, Taiwan and the Philippines), Digiturk, Al Jazeera Children’s Channel, M-Net in South Africa, Finland’s YLE and KidsTalkTalk in Korea. A home entertainment deal has also been secured with Tactic Video and distributed by Disney for France.
Using motion capture technology and CGI, Bo on the Go promotes an active lifestyle and an active mind for pre-schoolers.

Produced by Halifax Film and commissioned by CBC in Canada, Animal-Mechanicals is an action/adventure series that combines truck rallies with mythical animals on quests. The animals, and their world, also transform, presenting a number of licensing opportunities.

Disney Consumer Products

Little Einsteins
This interactive pre-school show is about exploration, with a special focus on art and classical music. Each journey begins when the four Little Einsteins – Leo, Quincey, June and Annie – gather around a musical ship ‘Rocket’, their best friend and mode of transport, to hear about the day’s mission. The characters invite children at home to join them on their adventures to new and exotic places.
Along the way to solving their task, the children meet creatures and discover new things to help them complete their mission. Viewers sing, clap, pat, dance and laugh along with the four characters.
A new range of product is available in Early Learning Centre stores across the UK, which is supported with a major two-month on-air sponsorship of all Little Einsteins programming on Playhouse Disney. The line includes articulated action figures of the four main characters and an assortment of soft character toys which sing classical songs from the show, as well as a bath submarine toy shaped as Rocket, a frame with magna doodle screen that plays classical music, two geographic ‘mission’ playsets and a rocket which pre-schoolers pat to hear various classical music pieces along with special sound effects.
In addition, there is the Little Einsteins Blast Off book which is a shaped, interactive, hardback storybook that has an audio sound button on every page.

My Friends Tigger and Pooh
The series achieved a quarterly reach of 2.9 million unique viewing individuals four+, up by 26 per cent on Q4 2007.
DCP will be launching new products this autumn including feature dolls and plush, figures and playsets, role play items and vehicles, early learning electronics, pre-school musical instruments, wooden track toys, arts and crafts and outdoor. Other products available include stationery, homeware and books.
There will be major TV support behind two key toys – Roll to Rescue Sleuthin’ Tigger and Super Sleuth Changing Tree.

Mickey Mouse Clubhouse
With an emphasis on early maths – shapes, patterns, sizes, relationships and numbers – Mickey Mouse Clubhouse supports children’s practice of their analytic thinking and problem solving skills and help prepare them for school. Over the next 12 months, new merchandise ranges will be launching including toys, stationery, homeware and books.

Handy Manny
This CG-animated series features a bilingual learning component in either Spanish or English. The show is designed to give pre-school viewers the confidence to take on challenges and try to work them out, most notably interpersonal relationships. Product in the toys, stationery, homeware and book categories will be launching in the next 12 months.

DRi Licensing

The Miffy property continues to be immensely popular in the nursery and pre-school markets. Indeed, Miffy has succeeded in becoming a $350 million annual retail brand with more than 40 licensees in the UK alone.
Euromark has recently rolled out a melamine feeding range including beakers, bowls, plates, bottles, cutlery, bibs and soothers, all featuring illustrations of Dick Bruna’s classic character. Meanwhile, Rainbow Designs’ Miffy Little Star collection features a range of nursery gifts, including My First Snuggle Miffy, the Musical Miffy Cot Toy in pink or blue and the Pullstring Star toy featuring Miffy on a moon with a pull cord and mirror.
Rainbow has also added to its range with a Miffy ceramics collection which includes a money box, keepsake box, snack plate and egg cup, mug and bowl set and a bowl and spoon set. The products are gift boxed with colour co-ordinated tissue and are available in primary and pink colours.
New to the pre-school greetings sector is Dandelion’s range of ten birthday cards with ages one to four and six general designs, using the classic Miffy primary colour palette.

Entertainment Rights

Postman Pat
New series Postman Pat Special Delivery Service (SDS) begins airing on Cbeebies in the autumn and features an expanded cast, a fleet of new vehicles, a new town and storylines. Character Options is the master toy licensee, while there are over 50 other licensees on board. Products including track systems, locations, playsets and plush will roll out from early 2009. The launch will be supported by a national TV ad campaign and a sizeable marketing drive will coincide with the series premiere.

Rupert Bear
Follow the Magic continues to glean high ratings in Five’s Milkshake block, while it is also performing well internationally having been sold into over 80 territories.
The brand is being supported with on-air promos, multimedia retail events and high profile brand partnerships with ENCAMS – the environmental campaigning body, for which Rupert is the pre-school face of its Eco Schools programme - and OK magazine. The character is currently starring in the nationwide Milkshake Live My First Concert theatre tour, while a dedicated mini stage show alongside Ping Pong at Center Parcs will run from the autumn.

Finley the Fire Engine
Internationally, the series has been sold to over 90 territories and a licensing programme is currently in development. Ten firms have already signed up across such categories as toy, playsets, publishing, puzzles and games, wheeled products, greetings cards and apparel.

Guess with Jess
Already well-known through Postman Pat, this new show dedicated to Jess is due to air on Cbeebies in autumn 2009 and Fisher-Price is already on board as master toy licensee, with product arriving in 2010. Developed specially for pre-schoolers, the animals view and question the world in the same curious way as children do, asking questions directly to camera and encouraging the audience to participate.

Tinga Tinga Tales
This new acquisition is produced by Tiger Aspect – creators of Charlie & Lola – and sees a return to traditional African storytelling, with animal tales told through the eyes of Africa’s animals. The series is set for delivery in autumn 2009, with Cbeebies (UK) and Disney Playhouse (US) already on board. A cross category licensing and merchandising campaign is in development including toy, publishing and DVD.

Hit Entertainment

Thomas & Friends
Plans for the property’s 65th anniversary in 2010 are already underway, but focusing on this year, and there is a new ‘Discover Thomas’ campaign to coincide with the feature-length special The Great Discovery, voiced by Pierce Brosnan, in limited release at Vue cinemas on September 20th and in-store on DVD on October 6th.
Still the number one boys’ property in the UK, the opening of Thomas Land has boosted the brand even further, while the new website boasts some 30 million visitors. The big news from June’s Licensing International, of course, was the move into CGI for the evergreen brand.

Bob the Builder
Another Hit property celebrating a milestone anniversary – Bob the Builder is ten next year – a new feature-length special, Race to the Finish, is planned for a special release in Vue cinemas just before its DVD release in November. A move to CGI animation from 2009 is also on the cards, along with new packaging and style guides, plus a fresh website.

Fireman Sam
New CGI episodes are scheduled to broadcast in 2009, while the new-look will be debuted in a special DVD release this autumn.

Angelina Ballerina
The character took to the stage again in its 25th anniversary year with a second tour of the English National Ballet’s Angelina’s Star Performance in theatres across the UK, while the leap to CGI animation is set to air from autumn 2009.

The character’s 20th anniversary was celebrated this year with DVD special Dinomite Birthday, plus a UK-wide live tour and a new broadcast home on Cartoonito.

Rainbow Magic
The girls’ property will be transformed for the first time from print to small screen, with a special DVD due for release in 2009. Book sales have now reached 12.5 million in the UK and the refreshed website attracted more than 1.4 million views in its first month.

Kindle Entertainment

Independent production company Kindle will see its new pre-school offering - Big and Small - premiere on Cbeebies in the late autumn.
A co-production between Kindle and 3J's Productions, produced in association with Treehouse in Canada, the show follows the adventures of Big and Small, two best friends, as they try to live together in a chaotic house and garden in the country.
The show aims to open children's minds to a variety of outlooks on the world. Each story revolves around the comedy of Big and Small's contrasting approaches to life, encouraging children to appreciate that people have many different ideas and opinions.
Voice talent will come from actor and comedian Lenny Henry for both Big and Small, while actress Imelda Staunton will be the voices of Big and Small's neighbours and friends, Ruby the mouse and Twiba the worm.
The Canadian series will feature the voice talent of puppet workshop The Grogs.
A long-term licensing programme has been developed to support the property which will focus on key aspects of the show, including music and the concept of perspective through the development of both big and small items.
The licensing programme is due to roll out at the end of 2008 and will initially include toys, apparel, music downloads and plush.


Dora the Explorer
Dora first appeared on TV in 2000 and since then has gone on to become one of the most popular pre-school programmes in the world, generating 5.3 billion dollars worldwide at retail.
The adventures of the character, syndicated in over 100 markets and broadcast in dozens of languages, are based on a simple premise: Dora and her friend Boots the Monkey explore and ask the audience to help them, learning and teaching as they go.

Branded products launched in 2001 through licensees as varied as VTech, Fisher-Price, Character World, Smith & Brooks and Mega Bloks to name a few, with over 95 licensees in total. In the UK, the best selling products are DVDs, books and toys, although plush, scooters, bedding, dinner sets and backpacks are also popular.
Recent licences have included such diverse products as console accessories, digital picture frames and video games specially designed with the help of the show's audience and their parents.

Go Diego Go
Dora's eight year-old cousin Diego arrived on TV screens in 2005 and at retail in 2007. The character is an animal rescuer and the show's message is of love and respect for animations and the environment.
The show looks to mix entertainment with educational aspects and includes stories and music with plots that allow involvement from the audience in identifying animals, locating their habitats and using scientific thinking to investigate the world.
In just two years, the show has syndicated in over 70 markets worldwide and has licensed product from over 50 licensees, including books, toys, DVDs and jigsaws. More recently, licensees such as Fisher-Price, Character World and Trade Mark Collections have been joined by video games publisher 2K Play for the Go Diego Go Safari Rescue game.

Wonder Pets
Teamwork, friendship and fun is the message of Nick Jr's Wonder Pets. The photo-puppetry animated series stars three classroom pets - Linny the Guinea Pig, Turtle Tuck and Ming Ming Duckling - who travel the world working together to save young, rare and endangered animals.
Already a hit on DVD, after just two years the show's growing popularity (it is syndicated in over 60 markets) has brought a burgeoning number of licensees on board including master toy, books, plush, beanies and stickers.


Created by artist Judith Gorgone, PlanetPals Earth Friendly characters include Earthman, Moonbeam, Starbright, Greenbean, Sunnyray, H20, Breezy, Fluffy and Planet Terri. Secondary characters are King Dom, Litterbug, Crush, Dusty, Big Bin and Peace Pal.
The aim is to use them as a green marketing tool to kids, highlighting environmental issues. Each character has a specialty and comes with its own educational poem that explains their job in the universe, the importance of working together and encouraging kids to join in.
Among the new licensees for the brand are Ceaco/Gameright with the Planetpals World line of eco friendly themed toys and Earthbar, a line of alternative cocoa bars from Dante Confections.


Launched at the 2006 Brand Licensing by Cathy Nolan, Shhhheepz is aimed at three to five year-olds and features three sheep named Lili, Blaine and Mouton which appear only in children’s dreams, helping them conquer their fears and accomplish their dreams while fending off nightmarish wolf Awoof.
The mission of the property is simple; to enable children to use their own problem solving skills to handle difficult situations. Shhhheepz is available for licensing in the publishing, stationery, gift wrap and apparel categories.
Earlier this month saw the launch of a new website (MAKE LINK LIVE), which enables pre-schoolers to test their memory, match shapes and learn words, created by Nolan and Stephanie Preston from Fireboar LLP. “The internet is a great way to build brand awareness and develop its audience base. Instead of board games, families are playing online games together more than ever,” says Nolan. “Online virtual play is now the new play pattern.”

Spellbound Entertainment

The Koala Brothers is based on an original concept by Australian born animation producer/director, David Johnson. The stop-frame, model animation series follows the adventures of Frank and Buster, two koalas living in the outback whose mission in life is to help others.
It launched in the UK in September 2003 and since then 65 broadcasters have acquired it. At present, Spellbound is working on more television sales for the series for the remaining territories available in Europe, Latin America and Asia, building on the experiences gained in existing markets.
Spellbound joint MD Peter Curtis says: “The ratings and response to the series so far has been amazing. We are now looking for the broadest possible reach for the series internationally and hope to conclude a number of further cable and satellite network sales, as well as terrestrial network sales shortly.”
On the merchandising front, the firm is seeking international partners. It is launching its own publishing programme and has appointed Ragged Bears Publishing as its new literary partner. The joint venture covers tie-in publishing rights for Spellbound’s upcoming offering, while Ragged Bears has already launched a range of four storybooks and will be publishing a further two activity books and three Christmas books in the autumn. Further titles are planned for 2009.
In addition, Spellbound is launching a new Koala Brothers online shop which will roll out across numerous territories, hitting the UK and Australia in time for Christmas.

Start Licensing

Produced by award winning studio Calon, Hana's Helpline has an original style, combining puppet animation with 3D backdrops. There are 52 episodes airing on Five's Milkshake block and S4C.
The show features Hana, who acts as an agony aunt to her son and his schoolfriends. Each episode centres on a specific issue and Hana's recommended resolution. The stories give parents and children a gentle insight into real issues, such as first day at school nerves, bullying and shyness.
Licensing partners include Random House, Golden Bear, Redan, Cooneen and Misrli. New deals have recently been signed with Picture Door and Kids Music.
Kids Music will be offering the theme tune and other music downloads. In addition, there has been a cause-related marketing partnership with Barnado's and Unichem.

Taffy Entertainment

Dive Olly Dive is one of Taffy’s major pre-school offerings – the Emmy nominated show follows the underwater adventures of Olly and Beth, two young research submarines in training and airs on GMTV in the UK. The 3D animation features a lifelike underwater world, along with storylines that educate children on the nature of ecosystems which exist beneath the oceans.
The show was a 2008 Prix Jeunesse Finalists and a nominee for Best Animated Series at the 2008 Annecy International Festival of Animated Film. In the US, it has also won the Parents’ Choice Award and a Hugo Television Award.
Also in the Taffy stable is BBC series ToddWorld, which explores common themes and the social challenges of a young child’s life with colour, humour and quirky charm. The show is based on the best selling books by Todd Parr.
2009 will see the firm launch two new pre-school shows: SamSam, which is based on the book series from Bayard Jeunesse; and Ava Riko Teo, a highly creative show seemingly created in front of the viewer’s eyes using colourful assembling of all kinds of paper cut outs, animated by two unseen children’s creative play. Based on the works of French author and artist Mila Boutan, the series encourages pre-schoolers to use their imaginations, take action and be inspired creatively.

Target Entertainment

Fluffy Gardens is a 40xseven-minute 2D cell animation series aimed at young pre-schoolers. Each episode contains a gently paced story featuring one of the eccentric mix of animal characters who inhabit Fluffy Gardens. The menagerie includes Mavis the Pony, Paolo the Cat and Mr Johnson the Panda.
Target handles the TV, global licensing and home video rights to Fluffy Gardens, with the series being rolled out on broadcast platforms around the world. These include Cartoon Network’s Cartoonito in the UK, where it is a top five programme for housewives with children aged 0 to three; ABC in Australia, where it ranks third out of all children’s programmes for 0 to four years across all networks; and Discovery Kids in Latin America, where Fluffy Gardens is one of the top ten most watched pre-school shows.
Other broadcast partners include France 5, Norway’s NRK, SVT in Sweden, EBS in Korea, M-Net’s kids channel KTV, Cineplex in Thailand and RTV Slovenia.
On the licensing front, Target is negotiating with a wide range of partners and has appointed several international agents. So far, deals have been signed with PRO Entertainment for Argentina and Brazil, CPL (Compania Panamericana de Licencias) for the rest of Latin America and Asiana for Korea.


Little Princess launched on Five in September 2006 and since then has steadily continued to grow in popularity. Indeed, it was rated the top programme on terrestrial TV in the UK in March 2007 (Source: DDS based on four to six year-old target audience). The show has also performed well internationally; it has been sold to over 160 countries and has a particularly strong following in Scandinavia, achieving a record 100 per cent rating in 2007 from Norwegian broadcaster NRK.
Two 22-minute seasonal specials based around autumn and winter are due for completion in August, while the second series is currently broadcasting on Five’s Milkshake block. The character will also be a part of the Milkshake Live tour this summer, which runs until August 30th and will take in 15 venues around the country.
Other events include the storytelling tour with Tony Ross in selected retailers. The first one was held at John Lewis in Manchester’s Trafford Centre in March, with a further two taking place in May and the next due to take place in Harrods on August 9th.
The activity is to help promote the new range of Little Princess TV tie-in books and the toy line from Born to Play.


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BOYS MONTH: Sector Guide Special

Ranging from pre-school properties such as Roary the Racing Car, Bob the Builder and Thomas the Tank Engine, through film properties like Batman and Star Wars, and more adult brands including Top Gear, Harley-Davidson and Stanley, Samantha Loveday takes a look at just some of the brands targeting the boys...

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