Licensing News

Golden Bear’s licensed toy range for In the Night Garden leaps ahead in NPD

Published on: November 27th, 2018

The toy range has jumped up into the top 5 pre-school licences once again according to latest NPD figures.

Following the success of its Playtime, Bath-time, Bedtime range which launched in July, In the Night Garden now stands as the 5th largest pre-school licence in NPD (YTD October 2018) across all toys, and has remained within the top 7 consistently since Golden Bear became master toy partner in 2013.

Golden Bear launched its new collection with a dedicated TV and digital campaign which is running throughout autumn/winter 2018. The new TVC showcases the toy line as an integral part of a child’s daily routine.

The hero lines of the new collection include Press and Go Igglepiggle and Press and Go Upsy Daisy, Igglepiggle’s Bath-time Boat and Sleepy-time Igglepiggle. The company’s plush range was refreshed in 2017 with bigger eyes and softer fabrics designed to appeal to the youngest In the Night Garden fans.

Barry Hughes, managing director at Golden Bear, commented: “We are delighted that In the Night Garden continues to captivate the young pre-schooler over a decade after it launched. As the only show to feature every day, 52 weeks a year in the bedtime slot on the UK’s biggest pre-school channel its position as the bedtime show for little ones is unsurpassed. In October, It has once again rated No.1 for average TVRs and reach in households with kids 0-3. We are thrilled our latest toy range has once again tapped into the unique position the show holds with UK and Ireland households and look forward to the range remaining a top 5 pre-school property for many more years to come.”

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