PRE-SCHOOL: Sector Guide Special - Licensing.biz

PRE-SCHOOL: Sector Guide Special

Some of the key brands making a big noise right now.
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4Kids Entertainment

Penelope
Penelope is based on the books created by Anne Gutman and Georg Hallensleben, with the titles having been translated into more than 14 languages and shifting over two million copies worldwide. Each book is set around a particular theme, relating to the character's everyday adventures at school and at home as she deals with new experiences and challenges.
4Kids represents the brand across the world (excluding Asia and France).
A TV series began in Japan in 2007 and has since been picked up by a variety of broadcasters including France 5 (France), Cbeebies (UK) and ABC (Australia), as well as broadcasters in Italy, across the Nordics, Africa, Israel and Eastern Europe.
"Penelope has huge potential - the property has already proved successful in licensing terms and the books and TV show are enormously popular, which gives us a very strong platform for brand development," says Sandra Vauthier-Cellier, MD at 4Kids. "We will be looking to work with partners across a range of different sectors in bringing the brand to life."

Aardman

Timmy Time
The firm's first pre-school series, Timmy Time reached its 1,000th transmission in June, with production beginning on 26 new episodes this month. The show continues to enjoy regular slots on BBC2 and Cbeebies, where it is reaching audiences of over 300,000 regularly.
In the UK, Timmy is featuring in a major Fairy non-bio promotion, reaching over 20 million housesholds and supported by TV, print and online campaigns. Timmy Time also has an ongoing partnership with the Pre-School Learning Alliance, which sees the character acting as the charity's ambassador on its promotional and educational literature. In turn, Timmy Time products enjoy official endorsement from the Alliance.
Master toy partner Vivid will soon be launching a number of new product lines, including Timmy's Train and Dancing Timmy, both supported by TV advertising, while Golden Bear is rolling out a new line of wooden toys.
Further category launches for 2010 include personal care (Bayliss & Harding), bedding (Character World), Ready Beds (Worlds Apart), dress-up (VMC), comics (Titan), outerwear (Blues) and craft sets (Little Stars).
Greencore is also now onboard for celebration cakes, while master publishing partner Egmont has released over 15 titles for the property. The Timmy Time pocket library was named the fifth bestselling title in the character book market this year to date (Source: Bookscan).
Internationally, Timmy Time is also enjoying strong TV ratings.

BBC Worldwide

In the Night Garden
The recent US sale to The Hub marked the 36th international sale for the Ragdoll pre-school hit. In addition, BBC Worldwide is looking to grow its popularity in the UK further, taking the brand out on tour from this month.
In the Night Garden Live will open on July 17th in Liverpool, also taking in venues in London and Glasgow before finishing in Birmingham in late October.
Produced through a three-way joint venture between BBCW, Ragdoll and Minor Entertainment, the shows will be hosted in an inflatable, purpose-built touring theatre, designed to recreate the TV world. The family-focused domes will feature buggy parks, baby changing areas and microwaves (to heat up baby food).
Traditional licensing also remains strong for the brand. Earlier this year, Hasbro revealed that more than 4.4 million ITNG plush toys had been sold in the UK alone, averaging four sales a minute. Hasbro will be releasing two new lines: this season's hero product, PJ Igglepiggle, and the Upsy Daisy Tea Party. Both will hit retail in autumn/winter.

ZingZillas
Since its launch on Cbeebies in April, ZingZillas is pulling in some strong audience numbers, while the licensing plans are also coming together.
14 partnerships have been revealed to date covering toys, apparel and homewares. Fronted by master toy licensee Vivid Imaginations, initial lines hit shelves in late June, and will extend through retailers including Argos, Toys R Us and Tesco between now and September. Other licensees include Martin Yaffe, which will produce wheeled toys, and Bon Bon Buddies (seasonal confectionary). Apparel lines will be handled by Aykroyds and TDP, Smith & Brooks and Samuel Eden.
2entertain will release the first DVD in October, while children's books will be available through Penguin. BBC Magazines also recently launched a ZingZillas special issue of Cbeebies Weekly.

3rd & Bird
The Little Airplane show is centred around music, song and rhythm and debuted on Cbeebies in July 2008. In April, BBC sold the show to the US and it will begin airing on Playhouse Disney in 2011. In total, 3rd & Bird has secured 19 international sales.
UK licensing is led by Fisher-Price, with products including plush, play-sets and the 'Do the Muffin' dancing toy. The brand is further supported by 17 other UK licensees, including Flair which is due to launch new arts and crafts products.

Bright Group International

Barry the Fish with Fingers
The children's picture book, published by Simon & Schuster, so far has sales nearing the 90,000 mark. The brand is already visible across the parenting magazines and websites, as well as securing some high profile slots for the books at Waterstones, Asda and Borders. A new book has just been completed, while talks are also underway with regards to a possible animated TV series.
"We believe in the integrity of story and content and when you have a character as strong, funny and unique as Barry, children will always fall in love with him," says BGI MD, Vicki Willden-Lebrecht. "I have absolutely no doubt that his world will expand successfully into licensing."

Bulls Press

The Moomins
The Swedish agency represents the classic brand worldwide and is planning a number of events to coincide with its 65th anniversary.
Tove Jansson's first book - The Moomins and the Great Flood - introduced the world to Moomintroll and Moominmamma in 1945. Today the books have been translated into more than 40 languages. Bulls Press is teaming up with WWF for several charitable events this year, with proceeds being donated to various Baltic projects. These will include a WWF project aimed at improving long-term sustainability of the aquatic environment. A special drawing competition in Scandinavia will also encourage children to interact with the brand. There will be a different winner each month, and each quarter one lucky winner will walk away with a family trip to Moomin World in Finland.
Oy Moomin Characters owns the rights to the brand, following the death of Jansson in 2001.

Chapman Entertainment

Fifi and the Flowertots
Fifi airs daily at 8.05am weekdays on Five's Milkshake and 3pm daily on Nick Jr. The show averaged over 300,000 viewers a day throughout May and, on June 15th, it was the highest rated show for four to six year olds across all terrestrial channels.
A number of new licensees have come on board this year. These include Poetic Gem for clothing, Sambro for pocket money toys and Ethos for ceramics, which will all launch in spring/summer 2011.
On top of this, TJ Morris has secured a DTR agreement for Fifi which will see product on sale in their stores from autumn/winter. The range includes clothing, toys, gardening items, food and party products.
Chapman is also continuing its focus on live events and will be hosting a live stage show and zone at Legoland Live in July.

Roary the Racing Car
Roary is the third biggest boys pre-school plush and puzzle licence in the UK (Source: NPD, YTD May).
New licensees this year include Poetic Gem, Sambro, Ethos, Walltastic and Signature Publishing.
Studio Liddell launched a Roary iPhone app in March which held places in both the top 20 paid kids games and top 20 paid racing games.
Roary is also included in the TJ Morris DTR, while live events include Roary hosted days at Mercedes-Benz World, Dad's Day Out in association with the Children's Trust and Motorsport at the Palace. A live stage show and Roary zone at Legoland Live will run later this month, too.

Chorion

The World of Eric Carle
With over 90 licensees, World of Eric Carle merchandise is available in 13 countries, with new licensing programmes being introduced to Benelux, Korea and France in 2011.
In the UK, Akyroyds & TDP have signed to create children's and toddler pyjama sets, with products due to be sold exclusively through Debenhams stores. Meanwhile, Navigate is designing a range of Eric Carle lunch bags and sports bottles for the territory.
The Very Hungry Caterpillar is now the number one selling babywear licence at Sainsbury's, with apparel available in all 208 locations. John Lewis is also a major supporter of the brand, running a six-week book and plush promotion in all stores earlier this year, while Boots has enjoyed success with the developmental toy range, with the book and plush set a particular hit.
A similar level of success has also been enjoyed at retail in other territories, including Germany, the US and Canada.

The World of Beatrix Potter
Worth over $500m per year worldwide at retail, Beatrix Potter now has a roster of over 350 licensees, producing over 10,000 products.
In the US, Pottery Barn Kids has become a destination store for Peter Rabbit bedding, nursery décor, housewares and Easter products, with plans to continue and expand the range in 2011. Meanwhile, in Asia, 2011 is the Year of the Rabbit, as well as the 40th anniversary of the publication of the Japanese language Peter Rabbit books. Commemorative events are set to begin this summer.
In Europe, CPLG is representing the property in France, Germany and Benelux, with Bulls Press acting as agent across Scandinavia. The V&A Museum is also presenting a display of Peter Rabbit: The Tale of the Tale until January 8th 2011. It traces the story of The Tale of Peter Rabbit from its conception in an illustrated letter in 1893, to its publication by Frederick Warne & Co in 1902 and beyond.
At retail, master toy partner Rainbow Designs continues to develop its nursery range and will be expanding the product assortment into wooden toys for launch in 2011.

Classic Media

Postman Pat SDS
Rated number one on Cbeebies in May 2010 in terms of average number of viewers (Source: Attentional, Kids 4-6).
Latest NPD ratings see the brand climb one spot to become the number six licence in Licensed Pre-school Toys (Source: NPD, May 2010). On top of this, SDS held the number five spot in Licensed Pre-school Toys within the grocery channel, while two lines from master toy partner Character Options featured in the Top 50 Licensed Toys in the Pre-school Toys category.
There are currently 48 licensees on board including Egmont, Universal, VMC, TV Mania, Smiffy's, Amscan, DNC and Gemma.
New lines hitting shelves this summer include the Deluxe SDS Helicopter and SDS Convertible from Character and the Postman Pat's Speedy Delivery DVD from Universal.
Elsewhere, the Postman Pat Specsavers ad campaign has been shortlisted for the inaugural Best Licensed Marketing Communication Campaign at the forthcoming Licensing Awards. The character's theatre tour, A Very Royal Mission, has also played to over 50,000 fans in 48 venues since February and will be running until November.

Tinga Tinga Tales
Scheduling on Cbeebies for TTT currently stands at 14 slots per week, while, in licensing terms, products from key partners are beginning to make their retail debuts.
Master publishing partner Puffin has already launched two titles - A Busy, Busy Day in Tinga Tinga and From Sunrise to Sunset in Tinga Tinga. A further five titles including story and activity books are due to roll out in September. Seven titles are planned for next year, bringing the total range to 14 titles by winter 2011.
Bandai is launching its toy line in September, including 14 styles across six SKUs. This will be extended to include 30 styles across 13 SKUs by winter 2011.
Two DVDs will launch from Universal in Q4, while the first live outing for the brand at Legoland in June was a success.

Guess with Jess
GWJ launched on Cbeebies in the UK in November 2009, while it also currently airs in Australia, Canada, Cyprus, the Middle East, Israel and South Africa. Broadcast partners have also been signed up in France, Singapore, South Korea, Ireland, Thailand, Portugal, Norway, Finland, Vietnam and Slovenia to name just a few.
There are currently 18 licensees across toys, publishing, apparel, accessories, health and beauty and homewares.

Coolabi

Poppy Cat
Already a publishing hit - more than 2.5 million copies of the books have been sold - Poppy Cat is on its way to the small screen.
Commissioned by Nick Jr UK, the show will air from early 2011, with the 52 11-minute episodes co-produced by Coolabi - which also licences the property - and animation house King Rollo Films.
The show has already been sold into a number of territories, including Finland, Norway, Canada, Australia and Ireland. Other international broadcast partners are expected to be announced shortly by Cake Entertainment, which has signed as global TV distribution partner for the series.
In licensing terms, Coolabi is readying announcements on toy, publishing and DVD partners this autumn.

CPLG

Care Bears
With over $2.6 billion in global sales bridging all categories and key retailers since 2002, Care Bears is one of the most recognised girls properties around. CPLG handles the brand in the UK, Spain, Portugal, Italy, Benelux, Germany and France.
International apparel partners Oysho Espana, Fashion UK and Trademark continue to support the brand with a solid roster of product across Europe. The programme has also grown in Asia, prompting the introduction of Sweet Sakura Bear, which is available exclusively in Japan this year. Local agents Mindworks (Japan) and Medialink (rest of Asia) are also aiming to grow the brand further.
American Greetings also works with Starbright (Italy), Just Imagine Consulting (South Africa) and Alicom (Nordic).
Broadcast also remains strong, with global partners in key territories including France 5 and PIWI in France; Cartoon Network in the UK, Italy, Asia, Australia, New Zealand and Germany; Disney in Spain and Latin America; Mediaset/Italia Uno in Italy; and Kika in Germany. Home video partners include Studio Canal (France), Magna Home Entertainment (Aus/NZ), Modern Times (Greece) and Mirax (Hungary).

Strawberry Shortcake
The brand is celebrating its 30th anniversary in 2010 and CPLG continues to work closely with American Greetings as the global licensing agent.
Global master toy partner Hasbro launched a line of scented product earlier this year, all reflecting Strawberry Shortcake's contemporary new look. As well as being scented, the packaging has been given a makeover, while TV advertised lines for spring/summer include Fresh Fashions Boutique play-set and the Splashin' Petal Pool play-set. The firm is also planning an extensive autumn/winter TV campaign on a number of new lines.
A network of 14 official global websites featuring games, videos, downloads and shops have also now been launched, while May saw the new CGI series airing on Cartoonito. The original series will continue to run on Tiny Pop, with specials aired on GMTV during the school holidays.

DRi Licensing

Zigby
Master toy partner for the brand in the UK, Martin Yaffe will launch a new line this autumn including plush, beanies, single articulated figures with accessories, ride-ons, musical TV, bath toys and play-sets.
BBC Magazines, meanwhile, features the character as a regular in Cbeebies Weekly, Toybox and Cbeebies Animals.
Zigby will also make his apparel debut later this year following a deal with Aykroyds for pyjamas, while a raft of other categories are in the pipeline. These include DVD, publishing, socks, greetings cards and further apparel.
Negotiations for a second 52x11-minute series are also well advanced.

E1 Entertainment

Peppa Pig
A franchise which appears just to get stronger and stronger, Peppa Pig now has 55 licensees in the UK, notably with 23 licences having been renewed this year with term extensions for two, three and four years.
Merchandise sales stand at £100m per year (excluding DVD) and are still growing. In home entertainment, Peppa Pig was the number one bestselling children's franchise on DVD in 2009, shifting close to one million units in the period - more than 500,000 copies ahead of the number two property.
Recent NPD figures from May show that the brand is generating 33 per cent more sales compared to the same period last year. Further growth will also come from utilising other characters - for example, George - to drive incremental sales and move the brand into new categories, such as FMCG, promotions, digital, music and gifting.
The first ever Peppa Pig theme park rides are also currently under construction at Paulton's Park in Hampshire. Scheduled to open in Easter 2011, Peppa Pig World will include an on-site gift shop which will help generate further revenue for licensees.
On top of this, the live stage show is continuing to tour the UK, even extending into a West End production for this Christmas.
Broadcast on Nick Jr and Five's Milkshake, Astley Baker Davies is currently producing a further 78 episodes which will bring the total number to 209 by 2012. A new style guide has just been produced for licensees in addition to further screen grabs, bespoke assets and continued artwork refreshes to inspire product ranges.

Ben & Holly's Little Kingdom
July sees the official product launch for Astley Baker Davies' latest pre-school offering. There are 21 licensing partners on board in the UK, with the first phase of the retail roll out including toys, apparel, bedding and publishing. These categories will be distributed through the grocers and retailers including Argos and TRU.
Master toy Golden Bear will be launching a wide range of product including the Little Kingdom Magic Castle, which was named one of the Best New Toys of 2010 at Toy Fair, in addition to plush, plastic play-sets and figurines, wooden toys and 3D arts and crafts.
Jumbo will bolster the toy category with a line of board games and puzzles. In apparel, Cohen & Wilks is launching a collection of outerwear and leisurewear, while Cooneen and Misirli will be creating a line of nightwear and underwear. Character World is producing bedding, curtains, cushions, towels and rugs; while Redan will be launching Fun to Learn Ben & Holly's Little Kingdom.
The publishing category launched back in March and initial sales from Ladybird Books have been promising. Broadcast figures for the show have also been good on Milkshake, where it debuted in April. On Nick Jr, Ben & Holly was the number three highest rated show and second highest on Nick Jr 2 between January and March 2010 (Source: Barb). The first DVD will be released by E1 in September.
Phase two of the licensing drive will begin in January 2011 with all other partners launching product. E1 is now looking at further categories to launch from autumn/winter 2011 including accessories, footwear, confectionery, cakes, role play, electronic learning, gaming, toiletries and furniture.

Hari's World

The child safety brand has already seen two books published - available from its website and in branches of Waterstones. The third instalment in the series is due for release in September, with the publishing programme now moving into story and activity packs.
The team are further exploring the brand's potential within licensing, and plush specialist Dowman Soft Touch is already on board. It will be launching a line of plush, hand puppets and finger puppets from this autumn. As well as the traditional categories, there is also the potential to move into the safety area with the likes of stair gates, sun cream or child-safe lighting.

Hit Entertainment

Bob the Builder
Following its tenth anniversary last year, the first part of 2010 saw Hit laying the foundations for the arrival of the new CG animated series, Ready, Steady, Build. This launched on Cbeebies in May and has already seen a significant increase in audience share year on year.
A gala premiere of The Legend of the Golden Hammer followed at the Vue cinema in Leicester Square.
The new programming is supported by major marketing and retail campaigns. Product is led by master toy Martin Yaffe, while other long-standing licensees include Aykroyds and TDP (nightwear/underwear), Ravensburger (puzzles), Trademark (bags and accessories), CWI and Silverknit (daywear). New deals have also been signed with HTI for die-cast vehicles, Zap for bedding and accessories and MV Sports for bikes.

Fireman Sam
Now the number two boys pre-school brand YTD (Source: NPD), Fireman Sam has a range of new toy product available through Character Options to tie in with the CG series. The firm has created The World of Fireman Sam, with play-sets and locations featured in the show including the fire station, mountain rescue lodge and Whole Fish Café.
Character holds the master toy licence for the UK, although product will be available for distribution and opportunities throughout EMEA. Autumn/winter will see the expansion of the range to include action-ready 'convertible' Sam, more play-sets and figurines.
Other licensees include Character World, MV Sports and Fashion UK, while a live theatre tour kicks off in July.
Hit is also growing the brand across EMEA, having recently appointed Concept TV & Merchandising as its agent in Germany and CPLG in France. It continues to work with Kidz Entertainment in Eastern Europe and the Nordics.

Angelina Ballerina
A new CGI series - The Next Steps - is airing on Nick Jr. Based on this, Mattel will launch tie-in product in early 2011 as global master toy licensee, to be followed by launches in major European territories including France, Benelux and Germany.
Launch lines include posable plush, play-sets of locations including Chipping Cheddar and figurines.
Other licensees producing ranges based on the CGI programming include MV Sports, Aykroyds & TDP, Shreds, Smith & Brooks, Character World, Kinnerton and Impex.
The brand is also expanding across Europe, with Hit appointing CPLG as its agent in Benelux and Canal+ in France.
The character is also continuing to support the arts with the sponsorship of the National Dance Awards and a partnership with Girl Guides UK.

Thomas & Friends
Celebrating its 65th anniversary this year, Thomas is the UK's number one pre-school property, ranking in the top spot consecutively for the past ten years (Source: NPD). It is also the number one pre-school property in the US, Australia and Korea.
A new CGI animated series launched around the world this year, with three new engines and new character voices. Audience figures have been strong - in the UK they were up 86 per cent YOY on Five's Milkshake).
Fisher-Price has launched a line of new products already this year. The brand's new global master licensee, it rolled out a new portable Take n Play line in spring, while Mega Brands is planning new construction toys for the autumn. Fisher-Price has also secured the distribution rights to Thomas & Friends pre-school Trackmaster for Europe, Middle East and Africa from June 1st.
Retail activity includes customised programmes with grocers, independents and specialists across autumn/winter 2010. This will be further bolstered with the release of 60-minute special Misty Island Rescue on DVD on October 11th. It will debut in Vue cinemas on October 3rd.

Ignition Licensing

Kerwhizz
The racing TV quiz show from Cbeebies continues to build its profile in the UK and internationally. A new series is in production for transmission in spring 2011, while Studio 100 has just confirmed ABC TV as its terrestrial partner in Australia.
Last year, Kerwhizz averaged 20 to 25 per cent ratings with four to six year olds and it is still a regular top five Cbeebies rated show. It also encourages interactivity, with the microsite averaging 400,000 unique users per month (March-Dec 09).
Ignition is continuing to build up the brand, enjoying a positive reaction from pre-school buyers at Argos at a recent presentation.

JCB Consumer Products

My 1st JCB
The construction giant is celebrating its 65th anniversary this October and, as part of the celebrations, My 1st JCB will be a key focus at Brand Licensing Europe.
A new style guide will be unveiled at the show, complete with a new packaging look and format for spring/summer 2011 onwards.
The pre-school brand was launched in 2008 to sit alongside JCB's more established boys offering. Global master toy is Golden Bear, which will launch new characters Marty Mixer and Tommy Truck in a variety of formats this autumn/winter. A total of ten licensees have been added to the programme over the last 12 months. These include Aykroyds & TDP, Cohen & Wilks, Cleversock, Rushton Ablett, VMC, Character World, Kokomo, Zak, Kidsaw and Peter Haddock Publishing.

Kindle Entertainment

Big & Small
The Kindle show continues to grow in popularity; as well as the TV series, it also benefits from coverage on the Cbeebies website - it boasts a dedicated area which has recently been updated with new features and content. On top of this, the duo also have their own radio show and appear regularly in Cbeebies Weekly magazine.
Key licensees include Harper Collins, which has developed a full range of picture storybooks, activity and sticker books, while Ace Games has produced an iPhone application, with updates already being planned. Other partners include C&M Licensing, Fashion UK, Avanquest, Jumbo, Little Star Creations, Zak and Paper Projects.
Recent live activity included a three-day appearance at Longleat for the characters, with discussions underway for a repeat visit in 2011.

Ludorum

Chuggington
The launch of Learning Curve's die-cast engines and play-sets in the spring will be followed up with the arrival of the Chuggington Interactive Railway, which goes on pre-sale in Toys R Us, ELC and Amazon from mid-July.
The play system works with Smart Talk technology, which is a wireless network between every engine and training stop that allows pieces to communicate. The eight characters play games with each other, including hide and seek and treasure hunts, while there are two connectable track packs: Straight & Curved or Elevated.
The Learning Curve range is being supported by a major above and below the line marketing plan, including over 1,100 TVRs, plus online, print and PR.
Other licensees for Chuggington include Golden Bear, tableware firm Trudeau, Martin Yaffe and HTI.

Nickelodeon

Dora the Explorer
Dora is celebrating ten years on air in 2010, with the show ranking among the top rated programmes in nearly every major market in the world. The series is broadcast in 140 markets and has been translated into 33 languages.
In the UK, celebrations have spanned all network activity from on-air content to marketing and PR. On-air content for the autumn/winter season on Nick Jr includes new episodes, special programming and two 60-minute specials including Dora's Birthday Adventure.
Digital content on Nick Jr's relaunched microsite includes online world Dora's Great Big World and Explorer of the Week, where parents can upload pictures of their children for a chance to be featured on Nick Jr's Wake Up World.
Dora currently has 78 licensed partners in the UK, with 2010 seeing 25 new toy lines, five DVDs, 11 storybooks, three video games and season apparel collections being introduced.
Five new style guides have been developed for autumn/winter, with up to 11 new guides being released in 2011 with partners already developing lines. A number of licensees have renewed their deals including Smith & Brooks (apparel), Christy's (dress-up), Heinz (tinned pasta), Gullivers (promotions) and Martin Yaffe (furniture), plus Egmont, Phidal, Simon & Schuster and Hinkler Books (publishing).
New deals have also been secured with H Grossman (pocket money toys), Ethos (oral care) and ITM (amusement plush).
Aside from Dora, Nickelodeon also boasts Team Umizoomi, Go Diego Go, Wonder Pets and Ni Hao Kai-Lan in its pre-school portfolio.

Open Mind Productions

Numberjacks
Now approaching its fifth year on Cbeebies, the creator of Numberjacks, Open Mind, has spent much of 2010 so far building and designing a new project to meet the needs of parents and children who want more of the maths learning which has proved so popular to date.
Numberjacks: Mission to Learn is an online learning resource which helps two to six year olds to be confident with numbers and early years maths. The project is entirely internet-based, but still features all of the content found in the TV show.
An English language version is launching in late August to coincide with the new school year. A schools and several foreign language versions are due to launch in the New Year.
"Mission to Learn is a really exciting extension of the Numberjacks brand and we believe it will be a vital tool for those parents, grandparents and carers who want to give their children a head start with maths," explains Open Mind's Nick Underwood. "This is a very deep and rich learning resource, but at its heart is the fun and the engagement, as well as the great characters, that have made the television series so popular around the world."

RDF Rights

Waybuloo
Since its UK launch in May 2009 on Cbeebies, Waybuloo has reached over ten million individuals (20 per cent of the UK population), according to RDF. Three quarters of the target audience tuned into at least one episode of the show last year (3.5 million) (Source: Barb).
The series now airs in 79 countries worldwide and RDF has secured 34 licensees to date in the UK. Notably, in 2009, Waybuloo was the number one new pre-school property (Source: NPD Q4 Plush £). New product to launch this quarter includes furniture, outdoor play, apparel and accessories.

Mister Maker
The arts and crafts show is one of the top performers on Cbeebies and now airs in over 100 countries.
Creativity International's arts and crafts line sales stand at over a quarter of a million, while book sales have reached more than 70,000 units to date.
2entertain has launched two Mister Maker DVDs and, more recently, a deal was inked with Golden Bear, which debuted its art range at Toy Fair earlier this year. A new series of Mister Maker - called Mister Maker Comes to Town - is currently in production and will air later this year.

Rocket Licensing

Get Squiggling
The main character of the Cbeebies and BBC2 show is a friendly monster called Squiglet, with a supporting cast of spiders, caterpillars, spacemen and cowboys. The series teaches early drawing skills. In each episode, Squiglet uses paper and pencils to draw - or squiggle - magical characters which leap off the page and come to life.
A second series is now airing, with Rocket using this opportunity to launch its licensing drive. The firm is actively seeking partners in a number of potential categories including publishing, cards, apparel and toys, with a special emphasis on creative play. The aim is to bring an initial range of market by spring 2011.

Sesame Workshop

Sesame Street
Elmo has been in the news recently having hit the UK on a whirlwind tour earlier in July. The Sesame Street legend appeared throughout the week on Five's Milkshake block, as well as This Morning, Radio One and Live From Studio Five. He also caught up with Licensing.biz and our interview can be found by clicking here.
Elmo's World airs daily on Milkshake, which is also the home to Bert & Ernie's Great Adventures.
Off air, Sesame Workshop has appointed Hasbro has the new global master toy partner from 2011. The firm is currently developing a range of products for launch next year. Hasbro joins over 30 other licensees in the UK.
In addition, having enjoyed success with the apparel line, Marks & Spencer will be extending its range into other areas including gifts, stationery and publishing.

Space Enterprises

The Hive
Produced by Monumental Productions and Lupus Films, The Hive comprises 78 seven-minute episodes. It follows the fortunes of a family of bees, exploring storylines including themes of family, working together to solve problems and caring for the environment.
The Hive will be shown from early 2011 on Playhouse Disney in France, Germany, Italy, Spain, South East Asia, Korea, Japan, India, Latin America, Central and Eastern Europe, the Middle East and Africa.
In addition, Playhouse Disney in the US and UK has also taken an option on the agreement. Terrestrial deals will see The Hive air on GMTV in the UK from September 2010. ABC has taken both the satellite and terrestrial broadcast for Australia, while further deals have been signed for Finland, Poland, Romania and Israel.
In terms of licensing, Space Enterprises is the global licensing agent, with Kidz Entertainment/EEMC representing the brand in the Nordics and CEE. Aykroyds & TDP and Blues Clothing will produce nightwear and underwear, plus children's apparel respectively, ITV is on board for DVD and EMI for publishing.

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