BBC Worldwide has launched a second Teletubbies Play and Development Centre with its licensee Shenzhen Tianyuan Business Management in Southern China.
The centre, which provides a unique environment for Chinese children to learn through play, opens to the public on September 20th in Shenzhen.
The initial centre opened in the same province in February 2006. It offers age appropriate activities for children to develop early learning skills in a fun environment that also enhances the curriculum and gives parents a safe environment that both entertains and educates children.
The launch further cements the success of UK children's brands in China, with BBC Worldwide currently collaborating with Chinese media companies and licensees on educational pre-school children's brands Teletubbies and Charlie & Lola.
"China has the largest population of children in the world and so there is a constant demand for high quality children's brands in the market," said Joyce Yeung, senior VP and GM, Sales and Distribution Asia at BBC Worldwide. "We've had success with Teletubbies since its inception and the core ethos of learning through play has enabled us to facilitate an innovative interactive 'live experience' for children to engage with the brand.
"The opening of the second Centre is a significant symbol of the success of the brand among pre-school children in the country and we are hopeful that we'll be in a position to expand the Centres further in the coming months."
Teletubbies has become a mainstream brand in China, with over 30 licensees. It continues to be broadcast on 30 regional channels in China and a plethora of product is available. Four branded Photoshops have opened in Shanghai and over three million DVDs and VCDs have already been sold.