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Roary races ahead - Licensing.biz

Roary races ahead

Chapman is heading to Brand Licensing Europe on a high after boys? property Roary the Racing Car stacked up some solid sales.
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The brand entered the top 20 pre-school licences at number 12 (source: July NPD Pre-School Puzzles and Plush), with Vivid Imagination’s Remote Control Roary entering the chart as the 13th bestselling licensed item for the month in the pre-school category.

Some 25 UK licensees have already signed up, while the show has also been sold to over 50 territories.

Egmont Publishing is the latest UK licensee to come on board and will be launching a dedicated magazine in 2008. Further international licences are currently being sought.

Meanwhile, Fifi and the Flowertots shows no signs of slowing, remaining the number one pre-school property for girls – a position which it has held for the last year (source: NPD Pre-School, Puzzles and Plush). Over 12 million units have been sold to date, generating over £70m at retail and internationally the series has now been sold to over 160 territories.

There are now over 50 licensees in the UK – with the latest deals involving Mothercare (for an exclusive line including potty training items and a toddler’s stroller), Alfred Marks (sunglasses), Leisure Brands (room décor) and Trade Mark Collections (bags, backpacks and umbrellas).

Fifi’s First Album has also just been launched, including some of the songs from the show, plus games and sing-along songs.
In Scandinavia, Top Toy is increasing its range, while in Eastern Europe a number of master toy deals have been inked with Modell & Hobby (Hungary), Noriel (Romania) and Anvol (the Baltics). One 2 Play (former Yugoslavia) has also just signed up.

Both properties are being featured in a number of retail promotions this autumn. Chapman has teamed up with Woolworths for an exclusive clothing promotion, while Toys R Us will run separate in-store promotions on both brands this October.

In addition, Digital Stores is creating new online stores for Fifi and Roary which will be linked from their respective websites.

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Roary the Racing Car

After achieving enormous success with Fifi and the Flowertots, when Chapman first mooted the idea of Roary the Racing Car, the response was overwhelmingly positive.