Silvergate Media has announced the expansion of Octonauts in the UK, establishing a new initiative with long-standing partner Swimming Teachers Association (STA) that sees them team up with Virgin Active as their headline partner, to roll out an Octonauts Swimming Programme for children.
Now available at all 26 Virgin Active Family Clubs in the UK and 138 additional leisure clubs, the scheme encourages young swimmers to build self-confidence and strength in the water with Captain Barnacles and friends. Participants work towards achieving different character branded swim badges for a variety of skills and the Octonauts Swimming Programme compliments the Octonauts Award scheme that the STA launched last year. Over 15,000 awards have already been given.
Silvergate has also renewed its global partnership with Sea Life on Octonauts until 2019. This partnership brings the show’s core themes of science, conservation and teamwork to life for fans throughout Sea Life attractions across the UK which offer branded events, meet and greets and activity sessions.
“The high level of brand awareness and fan loyalty that we have for Octonauts in the UK enables us to form the fantastic partnerships that we have to date," said Lisa Macdonald VP, consumer products and TV Sales EMEA at Silvergate Media.
"It’s hugely important that we keep the brand fresh for its dedicated fan-base and we’re therefore delighted to be seeing young fans enjoying real-life water adventures with Octonauts across the UK.”
Elsewhere the brand has been immortalised in rollercoaster form, with a new ride at the Cbeebies Land, with the CBeebies Land Hotel also introducing Octonauts themed rooms.
The licensing arm of the brand continues to flourish with new products from master toy partner Fisher-Price, a monthly magazine from Immediate Media and books from Igloo Books.