Tag Archives: role play

BBC Studios bolsters Hey Duggee toy line up with MV Sports and new launches from HTI

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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.

Jazwares to launch toy line for YouTube’s Like Nastya with lifestyle licensing roll-out to follow

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The next six months will witness the global launch of a new line of toys based on and inspired by the current YouTube sensation, Anastasia (Nastya) Radzinskaya, lead by the leading toy company, Jazwares. The new range will encompass the first Like Nastya doll land in January 2021, followed by toys, games, dress-up, role-play and more.

Anastasia Radzinskaya is a six year old YouTube sensation who has risen to fame having hit more than 170 million subscribers and over 85 billion total views on YouTube – more than any other creator in the world currently. The YouTube channel and its fun, educational videos will now be brought to life through the Jazwares toyline and a subsequent lifestyle collection.

In a suite of new partnerships brokered by IMG Licensing, the brand’s global exclusive licensing agent, and launching just in time for the holiday season, a colorful collection of apparel, accessories, bags and stationery featuring Nastya will be available globally on Amazon by early November, with additional Like Nastya sleepwear, headwear, accessories, bags, girls underwear and apparel collections set to launch in stores and online in spring 2021.

January 2021 will see the first Like Nastya doll, created by leading toy company Jazwares, released exclusively on Amazon, with a full Jazwares collection of toys, games, dress-up, role-play and more set to launch widely online and in stores from spring 2021.

“Over the past couple of years, Nastya has become a global phenomenon and the most popular YouTuber in the world with localized content in 12 languages,” said Eyal Baumel, CEO at Yoola and Anastasia’s manager.

“Her fun, playful, educational, and unique content has created such a deep connection with her fans, that they see her not just as an entertainer and role model, but more importantly, a good friend.

“We are excited to expand the franchise into consumer products that represent Nastya’s spirit and values, and will allow kids and families all over the world to enjoy the Like Nastya experience in a variety of ways.”

Laura Zebersky, chief commercial officer, Jazwares, added: “With her vibrant personality and relatable adventures, it comes as no surprise that Like Nastya has quickly become one of the most popular YouTube channels for kids and parents to co-view.

“We are looking forward to bringing families a robust toy line that embraces the playful, imaginative nature of Nastya’s storytelling and gives kids a new way to engage with their favorite YouTube superstar.”

Gary Krakower, vice president of licensing, IMG, said: “The fact we’ve built such an extensive licensing programme in just a few short months shows Like Nastya’s global influence and ability to inspire and entertain through imaginative, playful and educational content.

“We’re excited to explore additional categories including outdoor toys, footwear, homeware, food and beverage, and arts and crafts.”

Nastya was recently named to Variety’s 2020 Power of Young Hollywood list and is ranked third on Forbes’ 2019 Highest-Paid YouTube Stars list.