Underground Toys grabs Heroes licence

Firm becomes the exclusive UK licensee for hit BBC sci-fi drama.
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Underground Toys has been appointed the exclusive UK licensee for smash hit show Heroes.

The company is now planning to roll out action figures, collector mugs, plates and key chains. The deal was brokered by Peta Thomson at CPLG.

The first season of Heroes was a huge success on BBC2 and the Sci-Fi Channel. When episode one aired on terrestrial TV, some 4.3 million viewers tuned in, with episode two retaining 92 per cent of the viewers. Season 2 is due to start on BBC2 in February.

Underground Toys will be exhibiting with Gear for Games at Toy Fair in London and Spring Fair at the Birmingham NEC later this month.

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Underground Toys

?We have become the ?go-to? company for many of the pop culture properties that are not 100 per cent for kids,? Underground Toys? licensing manager, Robyn Morgan, explains to Licensing.biz.

Heroes

I can honestly say I've been pretty much obsessed with Heroes since the very first episode aired on BBC2.

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