BBC studios secures Golden Bear as licensee for Supertato

Published on: 5th October 2023

Extending its long-term partnership with BBC Studios, Golden Bear will create a range of Supertato character plush toys, set to hit retail in AW24. 

BBC Studios has announced that it has expanded its existing partnership with Golden Bear to include the much-loved children’s show Supertato.

Golden Bear will create a range of Supertato character plush toys, which are set to hit retail in AW24. Samples of these plush toys will be available to see at the BBC Studios stand at BLE this week, where visitors are invited to check out Stand C180.

Golden Bear is already master toy partner for BBC Studios properties Hey Duggee and Something Special.

“We are delighted to have been granted the rights for Supertato, extending our long-term partnership with BBC Studios,” said Barry Hughes, managing director, Golden Bear Toys. “We were big fans of the original book and love the TV Show adaptation. We can’t wait to get Supertato and Evil Pea toys into the hands of our pre-school superheroes.”

Julie Kekwick – head of Hardlines, BBC Studios, added: “We are so pleased to have secured Golden Bear as master toy partner and look forward to showcasing initial samples of the Supertato plush toys at BLE.”

Supertato follows the world’s first potato superheroes and is co-produced BBC Studios Kids & Family Productions, BBC Children’s & Education and Tencent Video Productions. The first series, which launched in the UK in Autumn 2022, has consistently ranked as the top show for 4-6 year olds on CBeebies in the UK. After new episodes aired on CBeebies in May 2023, Supertato ranked sixth among the Top 10 kids’ programmes for households with children aged 0-6. Further new episodes are dropping on CBeebies and BBC iPlayer on Monday 16th October. The series also airs on RTÉ in Ireland, CBeebies in Australia and Asia and on Tencent Video in China.

The emerging brand has also secured a global publishing deal (excluding China) with Simon & Schuster Children’s Books. The tie-in publishing range launches at retail on 28th September 2023 with search-and-find book Where’s Supertato?

Additionally, Rainbow Productions will debut the brand-new Supertato costume character at this year’s BLE.

A digital album featuring music from the popular series will be released by Demon Music on 13th October. This joins Hey Duggee On the Dance Floor, which is available globally to stream and download on all major music platforms from 6th October 2023. This is the follow up to Hey Duggee: The Greatest Woofs album, released last year. The brand new album features 25 tracks that span an eclectic mix of sounds and genres that are sure to delight both kids and their parents.

From instantly recognisable pop-culture references in several Hey Duggee episodes – the most recent being The Music Video Badge – to collaborations with the likes of Hot Chip for the Hey Duggee: Summer Fun Mix this year, music is a key element of the brand and captivates Hey Duggee fans of all ages.


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