Strictly Come Dancing drive hots up

Vivid Group to create role-play toy based on BBC entertainment show.
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BBC Worldwide is continuing to grow the licensing programme for Strictly Come Dancing - appointing Vivid Group to create a DVD role-play toy.

Vivid's role-play set will hit retail in July and will include an instructional DVD, dress up elements and scoring boards for the judges.

It will be priced at £25 and will be supported with TV advertising and a PR programme.

"Strictly is a household name and is one of the lucky few that inspires universal enjoyment from young to old," commented Richard Hollis, head of UK licensing at BBC Worldwide. "The launch of this great new toy will truly enable fans to extend their love of the show in their living rooms, so we're sure it will be a 'ten' for buyers and customers."

Emma Sherski, licensing and marketing director at Vivid, added: "We are thrilled to be creating a product that will allow girls and their parents to re-enact the fun of Strictly Come Dancing in the home and we're confident that it will be a contender for the top toy lists for this Christmas."

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