The honey deal with Lifeplan Products will see jars of Hive-branded Active Rainforest Honey hit the shelves, a South American variety with nutritional benefits.
Further licensing activity for The Hive has seen interactive partner Avanquest add to its range of iPad and iPhone games with the new Bee Books, a series of interactive eBooks that will feature voiceover narration and stylistic graphics. Space and Avanquest are working on a version of the Bee Book to become available as a downloadable redemption feature when buying The Hive honey.
Mark Hurry, director of licensing, Space, said: “We are delighted to have signed this new deal with Lifeplan – especially as honey is such a perfect licence for The Hive – and to link it in with the new Bee Books from Avanquest is an exciting concept. This adds to a host of activity surrounding a brand that is currently one of the hottest kids’ licences on the market.”
Space Enterprises has also joined with Studio Anne Carlton to create the characters of Honeybee Hive as ‘make your own’ mould and paint fridge magnets. The Hive Supercast range was unveiled at Brand Licensing Europe 2012 in London last week by Space. Studio Anne Carlton acquired Supercast earlier this year with the aim of reigniting the 1990s brand to engage 21st century children and adults, as well as toy and hobby enthusiasts.
Meanwhile, Master Toy Mookie is set to release a plush line that will soon be available at retail, to be followed by interactive plush next year. Other UK partners include LeapFrog, which features The Hive content on its LeapPad children’s learning tablet and the Leapster games console; EMI Publishing; Moonpig; Blues Clothing; Jupiter Toys and Aykroyds TDP. A number of retailer deals are also in discussion for Australia in 2013.