eOne bags plush partner for Humf

Aurora World joins licensing programme as first toy partner for property.
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1_Eone, Humf.jpg

A line of Humf soft toys will be developed by Aurora World for launch in the UK from September, after the firm struck a deal with Entertainment One.

Aurora will be producing items including plush key rings, plush beanies, four 28-inch plush toys and toys featuring sound chips.

"We are excited to be working with Entertainment One and helping to bring the adorable Humf to life," said Nigel Layton-Hill, Aurora World's sales director. "Sampling is underway and we have been very encouraged by initial responses from many of our retail partners."

The property now has six partners on board - including new signing Igloo Books, which is planning to launch four story board books for pre-schoolers in September including an annual, one touch and feel book and one sound book.

Entertainment One is now looking to sign further partners across categories such as greetings, gifting, toys, stationery, art and crafts and apparel, to launch from January 2012.

"We are extremely pleased to be welcoming Aurora World on board as the plush toy partner for Humf and are very excited about the growth of the licensing programme, which looks set to flourish in 2011 and 2012," said Andrew Carley, head of licensing at Entertainment One.


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