The range includes all the favourite characters as figurines and plush, as well as a number of interconnecting playgrounds. Sales of the new Ben and Holly toy line have exceeded expectations and the positive consumer response is expected to lead to increased retail distribution and listings in 2015.
The toy launch was supported by a heavyweight TV advertising campaign, as well as retailer promotional activity, and was enhanced by a new programming schedule from Channel 5 which saw Ben and Holly move into the prime 8am weekday slot on Milkshake. New episodes launched on the channel over the recent October half-term break. Ben and Holly’s Little Kingdom also continues to air on Nick Jr, where it ranks as second most broadcast show to eOne’s Peppa Pig.
Fresh marketing initiatives to support the brand in 2015 include continued stunts and promotions on both Nick Jr and Milkshake throughout the year. Fans can also expect to see an enhanced digital presence including the brand new website http://www.benandholly.tv/ as well as a new app and downloads, themed experiential activity with key partners, shopping centres and festivals. A new charity partnership with ‘I Can’ will include a Ben and Holly branded Chatterbox Challenge in March 2015.
Ben and Holly’s Little Kingdom stage show will begin touring from March 2015. Pre-order ticket sales have increased by 47% in comparison to the 2012 tour. A second wave toy launch includes games, puzzles, electronic learning aids, role play and apparel/accessories, which will roll-out in Autumn/Winter 15.
Commenting on Ben and Holly’s UK success, Hannah Mungo, Head of UK Licensing, said: “We are incredibly pleased with the strength of the rebrand for Ben and Holly and the fantastic new toy range from Character Options, which has been a resounding success both at retail and with consumers. We’re excited to be rolling out secondary categories next year to build on the success of the toy range and will be working very closely with retailers on activity.”