NEWS

eOne extends partnership with Golden Bear for Ben and Holly’s Little Kingdom

Published on: 18th October 2012

New packaging and marketing activity to drive sales in 2013.

Entertainment One has announced that master toy partner Golden Bear will be renewing its contract for the pre-school property Ben and Holly’s Little Kingdom, with new products poised for launch in 2013.

eOne is debuting a new look for the Ben and Holly’s product range in 2013, having recently refreshed the colour palette and logo on packaging. A new range of plush and plastic toys focusing on the fairies Holly, Fleur and Violet has been developed by Golden Bear to complement the toy line, and will be unveiled at Brand Licensing Europe. These will be available in a variety of formats and price points including key chains, beanies and large plush.

Hannah Mungo, head of UK licensing, said: “We’re thrilled to be extending our partnership with Golden Bear on Ben and Holly’s, as their support is key to the licensing programme. By refreshing the product packaging, our aim is to enhance the elements of the show that we know little girls just love, to ensure long term growth for the brand at retail.”

To drive awareness of new products launching from licensees in Q4, eOne is working with broadcast partner Channel 5 Milkshake!, charity partner Jeans for Genes, Leaps and Bounds nursery chain, and national play programme Tumble Tots, to execute consumer marketing activity that will generate awareness of the brand. eOne has also developed new interactive mini- games called ‘Magic School Games’ which will be hosted on its official online channels and third party websites targeting pre-schoolers and parents. The brand is currently preparing for the debut of its first live stage show in two weeks time, which will tour the UK.

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