VEGAS 2011: Ludorum inks new Chuggington deals

Firm takes on several new licensees across a broad range of categories for the pre-school brand.
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In the US, Freeze and Mighty Fine are on board to launch apparel this autumn. Freeze will release a range of t-shirts across mass, mid-tier and specialty retailers nationwide. Mighty Fine will produce t-shirts that will be available exclusively at Old Navy stores.

Modern Publishing has signed up to release eight colouring and activity titles this year. Giddy Up will add Chuggington to its Color Blast and Color N Carry lines and is developing Chuggington products using its Surprise Ink, Water Wow and new magnetic Stik Piks technologies.

Pacific Cycle, Little Kids and Hedstrom have joined the Chuggington programme in the outdoor category. Pacific Cycle will produce Chuggington bikes, trikes, scooters and protective gear from spring 2012. Little Kids will launch a line of bubbles and bubble toys. From autumn, Chuggington play balls and hoppers will be available from Hedstrom, with widespread availability from spring 2012.

Other recent licensees include LeapFrog which will create and market Tag and Tag Jr. books, including Wilson and the Paint Wagon, launching this autumn. Bakery Crafts will unveil a line of much-awaited Chuggington bakery products.

I Can Do That Games will release a new Chuggington game. The Chuggington Let’s Ride the Rails Game will be released in autumn.

In addition to the range of products by new licensees, several partners will expand distribution into new retail channels beyond Toys R Us. Chuggington’s 30 top-tier US licensees will release a broad range of products at retailers including Target and Walmart.

A marketing and promotional campaign will support the brand and its licensing programme. Ludorum recently partnered with Amtrak on its 40th anniversary exhibit train tour, which will visit forty stops across the country and feature the Chuggington Depot, an area for young train fans. Further plans will be unveiled late in the year.

In the UK, in-store promotions will launch this autumn at Toys R Us stores. In addition, Learning Curve toys will launch in Japan later this year.

"Chuggington has quickly become a favorite among so many children worldwide, but our goal is to continue to build the brand so that it is loved for generations to come," commented Charlie Caminada, COO, Ludorum.

"We are thrilled with the successful consumer products rollout that’s currently underway worldwide. Sales are strong and we will continue to build upon the initial success by working with well-respected partners to expand Chuggington’s licensing portfolio."


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