New pre-school show Waybuloo is continuing to notch up the viewers, and from September 7th it will be broadcast daily on Cbeebies in the premier slot, The Bedtime Hour.
Currently airing twice a day every weekday, Waybuloo has already achieved an average overall share of four per cent, with an average audience of 234,000.
Reaching almost five million viewers since it launched in May, Waybuloo already has an average share of nearly 20 per cent among the target audience (Source: Barb).
Waybuloo Magazine (produced by BBC Magazines) was launched at the end of June and will be followed next month by a toy range from Fisher-Price, books from Egmont and DVDs from 2Entertain in the autumn. Over 15 additional licensees will also be rolling out product from spring/summer 2010.
New licensees to come on board recently include Little Star Creations to produce activity packs, GB Eye for posters, postcards and badges and Gemma International for party paperware.
"We're really looking forward to launching the Waybuloo toy range this autumn," said Erica Zubriski, marketing director at Mattel UK. "Since the programme went live on Cbeebies in May ratings have grown significantly, especially as it's now daily and is soon to go into the bedtime slot.
"There's a great broadcast platform in place to support our launch and with 150 episodes in the pipeline this property has huge long-term programming and merchandising potential."