MV Sports has become the latest name in toys to sign up with the popular BBC Studio preschool property, Hey Duggee in a new deal to produce a range of branded scooters, ride-ons, and bikes.
The first wave of product will launch at retail this autumn, joining the existing toy partner portfolio comprising HTI, who itself now prepares to release a new role play range for 2022. Both deals mark a shift of gear for the Hey Duggee property in the toy space.
HTI was brought on board earlier this year to create a range of licensed Hey Duggee outdoor toys, including The Bubble Flurry, Bubble Bucket, and Patio Chairs. Other Hey Duggee categories due to launch later this year from HTI include character shaped cases, which feature a medical set and stampers of key characters, as well as a range of musical instruments.
HTI will continue to invest in its Hey Duggee role play toy range, with more tooled products set to launch in 2022 and beyond.
Devised by Studio AKA, the multiple BAFTA and Emmy award-winning preschool series Hey Duggee was the most-watched kids’ show of the year on BBC iPlayer in 2020 with over 192 million requests. Year to date in 2021, Hey Duggee continues to be a top performing children’s show on BBC iPlayer and CBeebies each month.
The official Hey Duggee YouTube channel recently surpassed one million subscribers.
Julie Kekwick, senior licensing manager at BBC Studios said: “I am thrilled to have MV Sports and HTI on board. Their products reflect Hey Duggee’s core brand essence of encouraging imaginative play and fun outdoor adventure and I’m in no doubt fans will love them.
“The ever increasing popularity of the show is reflected in sales of licensed consumer products. NPD recently reported Hey Duggee toy sales doubling year on year in the first three months of 2021. This success can be attributed to our Master Toy partner Golden Bear seeing UK Trade sales grow by 97 per cent in 2020 and an order book showing an increase of 70 per cent so far in 2021.”
Phil Ratcliff, joint managing director at MV Sports, added: “We are delighted to be partnering with BBC Studios on Hey Duggee! With an exceptional time slot on CBeebies, outstanding BBC iPlayer ratings and a history of strong toy sales, Hey Duggee is showing all the signs of becoming a classic.
“Loved by both parents and children alike, Hey Duggee has the perfect awareness profile for strong and sustained wheeled and outdoor toy sales.”
Hey Duggee boasts an impressive global footprint in over 150 territories, while licensing agents and European toy partners have recently been secured for both France and Spain, with launches planned for later this year.
