DHX Media has appointed UYoung Media Group to lead a comprehensive licensing and merchandising campaign in China for In the Night Garden, which airs on China’s state broadcaster CCTV.
The hit show airs on China's state broadcaster CCTV and became the number one rated children's TV programme for the territory in its first season.
“This is a hugely significant deal for the brand, with a wealth of potential in one of the most exciting and yet challenging territories in the world," said Stephen Gould, commercial director at DHX Media.
"UYoung is uniquely positioned with a strong partnership network and market expertise to considerably boost the presence of In the Night Garden in China. UYoung will harness and build upon the solid foundations already in place with existing licensees and CCTV as our key broadcast partner.
"We are very pleased to appoint a commercial entity of this caliber as we strategically focus on taking this quintessential and delightful pre-school brand to its next level of resurgent popularity in key territories worldwide.”
An In the Night Garden magazine, toy range and stationery have already been launched in China while Excel Media distributes DVD and book titles through licensee Children’s Fun.
In addition, licensee Shanghai Yingbao has opened a third In the Night Garden 'edu-tainment' centre in Shanghai, China, allowing children to play in an educational environment with the much-loved characters from the show.
“We are delighted to be appointed as the exclusive Chinese agent for In The Night Garden, which has established a loyal and expanding fan-base in the local market," added Debbie Gai, general branding manager at UYoung.
"We look forward to working with DHX Media to further the worldwide growth of this magical children’s property, continuing to establish it as one of the best-loved preschool brands in China.”