Like other Chapman properties such as Fifi and the Flowertots and Roary the Racing Car, Raa Raa the Noisy Lion is a stop-frame animated show – the beautiful, high quality style of animation that it is becoming rarer with the development of new technologies and CGI. It is a long process, but the results speak for themselves and truly captivate the audience.
The show is narrated by Lorraine Kelly and follows the adventures of Raa Raa, the Noisy Lion along with his lovable friends, such as Ooo Ooo the monkey and Topsy the giraffe, as they explore their noisy home in the Jingly Jangly Jungle. Developed with the aid of speech and language therapists, the show features lots of noises and wordplay through the use of Raa Raa’s 4Rs – Repetition, Rhyme, Rhythm and Retelling - and is designed to engage young children as they begin to master language and communication skills.
The formula has proved to be a big hit – having launched on CBeebies in May 2011, fans quickly demanded more episodes that are due to air this summer. The show has also proved very attractive to international markets, with agreements recently being signed with TVNZ, RUV Iceland, EBS Korea and Hop Israel – deals that take global sales to over 60 territories.
The series has attracted a large fanbase of toddlers and parents and its popularity was amply demonstrated by the success of live events that took place in Westfield shopping centres across the UK over Easter. Fans got the chance to meet Raa Raa and Ooo Ooo and attracted some of Westfield’s largest crowds ever for live events.
“We are very proud of Raa Raa the Noisy Lion,” says Valerie Fry, Chapman Entertainment Commercial Director. “The show has really caught the imagination of its pre-school audience, who love the characters and the interactive elements. Raa Raa also manages to provide a great balance between entertainment and education, something that pre-school properties can often struggle with, and this makes it very appealing to parents as well as children.”
The licensing community has proved to be equally attracted to the brand and a large and expanding programme is in place, managed by CPLG. A toy range from Tomy is selling well across UK retail and is already picking up awards - with the Roaring Raa Raa line winning the best preschool plush award at Toy Fair, while books from Penguin and DVDs from BBC Worldwide are also enjoying retail success. There are over 20 other licensees on board including Character World (Bedding), Coneen (underwear and nightwear), Jumbo Games (puzzles) and MV Sports (wheeled toys).
“CPLG are doing a fantastic job,” comments Fry. “We have a strong and enthusiastic range of partners on board, product is doing very well at retail and with the show more popular than ever it seems certain that the licensing programme will continue to expand.”
Licensees benefit from strong marketing support and Raa Raa recently featured in The Sun’s ‘Search for a Raa Raa Star’ competition, which invited parents to email videos of their child performing jungle impressions, with the winning children appearing in Raa Raa’s Spring/Summer 2012 TV advertising campaign. A radio campaign has also ran in conjunction with the Kenya Tourist Board and national radio station Heart FM, which saw a family holiday to Kenya auctioned on-air for charity as part of the ‘Have A Heart Appeal’, with Raa Raa DVDs, books and toys also part of the package.
In addition to these high profile activities, the Raa Raa brand website and Facebook page, offers activities and games for parents and children to enjoy together.