Contender Merchandising has appointed Golden Bear as the master toy partner in the UK for Ben & Holly's Little Kingdom.
The agreement covers a wide range of plush, plastic and wooden toys. The core market for the toys will be boys and girls aged from three to seven. The agreement, for four years up to the end of 2012, will be supported by a strong and extensive advertising campaign.
Ben & Holly’s Little Kingdom is a funny and enchanting series set in a tiny land where elves and fairies live alongside animals and insects, and flowers and grass rise above the tallest towers. Its main characters are Princess Holly, a young fairy who is still learning how to do magic properly, and Ben, an elf who is her best friend. The 52 x 11 minute series will broadcast on Nickelodeon UK this year.
Golden Bear has already worked with Contender Merchandising on a number of Peppa Pig products,
John Hales, chairman of Golden Bear, said: "Ben & Holly’s Little Kingdom comes from a company noted for quality programmes and a team with a great track record in creating winning series for the pre-school market. We are delighted to be working alongside Contender Merchandising on another exciting concept.
Hannah Mungo, Contender's UK licensing manager, added: "Golden Bear has been a major name in quality toy production for many years and is a very strong player in the licensed product market, as we know from our work with them on Peppa Pig.
"We are thrilled to be partnering with Golden Bear on what we firmly believe is one of the most exciting new licences in the market."