Under the terms of the three-year agreement, Character Options, which also has master toy rights to eOne’s Peppa Pig in the UK, will debut a comprehensive new toy line at November 2013 previews with plans for a nationwide retail launch from July 2014. Character will support the retail launch with a heavyweight above-the-line marketing campaign that includes TV, press and digital advertising targeting parents and pre-schoolers.
Character’s Ben and Holly’s Little Kingdom toy line will feature new-look packaging and will include a variety of figure packs, vehicles, a Deluxe Castle playset and other assorted playsets, talking and feature plush, a Hide and Seek Holly with magic wand. In addition, novelty items will reflect popular elements of the show such as a Bump and Go Gaston the Ladybird and a flying wand and wings role-play set.
Hannah Mungo, head of UK licensing at Entertainment One, said: “This agreement marks an exciting new chapter in the licensing programme of Ben and Holly’s Little Kingdom. We have a long and successful partnership with Character Options and we’re confident that they will deliver an outstanding toy line that appeals to the brand’s core audience. Their retail and marketing expertise in the UK toy industry is second to none and we look forward to seeing their products in stores next year.”
Jon Diver, Character Group’s joint MD, commented: “We’re excited to be extending our partnership with eOne on Ben and Holly’s Little Kingdom. The show’s magical themes offer endless sources for inspiration and through many years of working with the animation studio Astley Baker Davies we understand how best to translate beautiful animation into toys. It’s our ambition to create a fresh, new toy line that will replicate the success we’ve had with Peppa Pig whilst harnessing the charming qualities that make Ben and Holly’s a unique brand in its own right.”
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