BLE 2010: Chorion reveals major Noddy deal

Product range to be supported with TV ads and integrated marketing campaigns
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Chorion has revealed today at Brand Licensing Europe in London a pivotal deal to bring Noddy merchandise to market, following the success of the top-rated TV series Noddy in Toyland.

The rollout of merchandise will include a new toy line, apparel and accessories.

Chorion has chosen the Brand Licensing Europe event to showcase, for the fist time, the brand new Noddy in Toyland toy line, set for release for Autumn 2011.

Noddy Takes to the Air will be the firm’s central theme for the Autumn 2011 launch, with an introduction to the Airport playset resplendent with a plane, helicopter and control tower.

Also for launch in Autumn 2011 will be the 4x4 Fix It & Go truck featuring fixable wheels and grill, push & go play features, lights and sounds.

Both products will be given TV advertising, targeted to boys and girls aged 1-4 years, supported by a themed, integrated marketing campaign.

“The ongoing success of Noddy on TV and as a licensing and merchandising brand demonstrates the consumer demand for this classic preschool brand,” said Chorion licensing exec Bettina Koeckler.

“The new TV show has proven to be so successful and we are thrilled to introduce the Noddy in Toyland brand across new packaging and product lines to reflect the fresh new look of the series.”



Since going private last year, Chorion has quietly been building up its portfolio. Now it is ready to shout from the rooftops about its forthcoming line-up, which includes more Noddy activity, as well as the launch of Mr Men and Famous Five projects.

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