Hy-Pro International and GB eye join the premium partner line-up for roll-out at retail from late 2014. The Hy-Pro range will include bikes, inline scooters, skates, skateboards and accompanying accessories, and the initial line will appear at mass-market retail in the UK and Eire from Q4 2014. GB Eye will be producing Matt Hatter posters and novelty gifts for launch from Spring 2015 in the UK and Ireland.
Matt Hatter Chronicles has enjoyed huge popularity on screen to date, and is set to continue its success with the arrival of series three on CITV and ITV later this year. The TV success looks set to transfer to retail, with the major launch in Q3 of a range of Matt Hatter toys from master toy partner Simba Dickie Group that will bring action figures, role-play items, remote control vehicles, collectables and playsets to toy stores all over the UK. The two latest licensees join a line-up that includes Penguin, Topps, Titan, Smith & Brooks, TDP Aykroyd, Character World, Pedigree, Trade Mark Collections, VMC, London Europe Group, University Games and Tactic Games UK.
The multi-territory consumer products strategy will be supported by a high-profile TV advertising campaign from Simba, smart digital promotions and retail-tie-ins, social media campaigns, and the multi-million-hit online hub matthatter.com.
Trudi Hayward, SVP head of global merchandising and ITV Studios Global Entertainment, said: “This is a hugely exciting year for the Matt Hatter brand and we’re delighted to add another two brilliant partners to our consumer products line up. We can’t wait to hit shelves later this year with a superb cross-category range that demonstrates the breadth and quality of this must-have brand.”
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