LICENSING NEWS

Mookie adds master toy licence for The Hive

Published on: 14th December 2011

The Hive's licensing programme is buzzing

Space Enterprises – licensing agent for top pre-school property The Hive – has announced that Mookie Toys has been appointed as master toy licensee across several major territories.

The Hive is a new CGI TV series, which follows the fortunes of the happy, friendly and extremely cute Bee family, who live together in Honeybee Hive. Storylines explore the themes of family, working together to solve problems, being part of a diverse community and caring for the environment.

The show has proved a ratings success on ITV in the UK and globally on Disney Junior. The Walt Disney Company EMEA has picked up the show in over 150 countries and in the last three months The Hive has been the best performing acquisition on Disney Junior – reaching 3m viewers aged 4 and over. The latest BARB figures (w/e: 20th Nov) had the show at #1 and #2 in the Top Ten on the channel.

Mookie Toys already has a plush licence for The Hive and the new master toy agreement will see the company producing a variety of toys for UK/Eire, Australia/NZ, and South Africa.

Mark Hurry, director of licensing at Space, said: “We are delighted to be extending our relationship with Mookie Toys – one of our key commercial partners for The Hive. Mookie are already aware of the strength and popularity of The Hive through the existing plush deal and this new agreement represents an appreciation of the brand’s huge global popularity and ongoing licensing potential.”

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