V&S Entertainment's new pre-school show, Everything's Rosie is building up its licensing profile, with Vivid coming on board as master toy partner.
The firm is planning to unveil its range of feature plush, interactive and musical toys, push along vehicles, jigsaws in a box, selected games and collectables at London Toy Fair in January, with a view to a July 2011 launch.
The range will be backed by TV advertising, PR and viral marketing and will vary in price from £4.99 up to £29.99.
"Everything's Rosie is proving a phenomenon, with her rapidly growing fanbase on Cbeebies testament to her popularity as a positive, bright and inspiring role model for pre-schoolers," said Julie Quirke, director of licensing at V&S. "The M&L programme of fast gathering pace and the responses from licensees has been incredible, with deals closing now across numerous categories.
"We are delighted to have signed Vivid as master toy and know their commitment to launching out first Rosie toy range in 2011 will satisfy the enormous consumer demand for this unique pre-school property."
Emma Sherski, marketing and licensing director at Vivid, added: "By the time we launch the toy line next summer, there will be a sizeable ready-made market for products and we anticipate Everything's Rosie establishing itself as a top three girls pre-school line within the first year, as some of the competitor licences continue to decline."
Everything's Rosie launched on Cbeebies in May and consists of 52 11-minute episodes.