“The Hive performs consistently well in Australia and these latest figures add to the fact that it is often the most watched kids show across all channels,” says Mark Hurry, director of licensing at Space, licensing agent for the pre-school property. “This is great news for licensees, who will be tapping into a massive fanbase when product is launched at Australian retail.”
The Hive is produced by Monumental Productions, Lupus Films and DQ Entertainment, and follows the fortunes of the friendly Bee family, who live together in Honeybee Hive. As well as being a hit in Australia, the show is also doing very well on ITV in the UK, whilst The Walt Disney Company EMEA has picked up the show in over 150 countries and is recording continuously high ratings.
Global success has led to a wide range of licensees signing up. UK activity has seen Avanquest launch interactive games for iPad and iPhone, Mookie Toys has released plush and is also on board as Master Toy, and LeapFrog features The Hive content on the LeapPad and Leapster games console. A number of retailer deals are in discussion for Australia in 2013.