LICENSING NEWS

Posh Paws adds Waybuloo licence

Published on: 6th January 2012

Zodiak Kids has inked a new plush licensee deal with Posh Paws International for pre-school brand, Waybuloo.

Posh Paws International will produce a range of plush including bean toys, feature plush and window stick-ons which will launch at retail in July this year.

Barry Groves, managing partner, Posh Paws International said: “We’re delighted to be working with Zodiak Rights on Waybuloo and have no doubt our plush range will be very successful and a great accompaniment to the new episodes. A full range of Waybuloo plush will be available from July and we are already planning new development.”

Jane Kennedy, head of sales, consumer products, Zodiak Rights added: “We are delighted to be announcing this deal with Posh Paws. They have a great reputation in the industry for quality plush product and are the ideal partner to work with to develop the Waybuloo brand. 2012 looks to be an exciting time for Waybuloo, with the launch on Monday of the new 11 minute version on CBeebies, we look forward to announcing other new licensing partners in the coming year.”

Waybuloo, a unique mix of animation and live action, focuses on children’s emotions. It transports children to Nara, a live-action world inhabited by animated characters called Piplings who embody a range of emotions such as love, wisdom, happiness and harmony.

Waybuloo launched on CBeebies, the BBC’s UK Children’s digital channel, in May 2009. It quickly became a hit with pre-schoolers ranking as one of the highest rating show launches of 2009 and resulted in the BBC commissioning another 50 episodes, bringing the total number to 150. The series went into the popular CBeebies Bedtime Hour slot in September 2009, where it consistently rates well. More recently, CBeebies will premiere the new 11-minute spin-off version of Waybuloo, narrated by cult UK narrator, Dave Lamb, (Come Dine with Me) next week.

Internationally, Waybuloo has also had phenomenal success; it currently airs in over 80 countries worldwide. Internationally, licensing programmes are beginning to roll out in Australia and New Zealand.

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