Tomy’s licensed character Raa Raa the Noisy Lion proved a success at for the company at Toy Fair this year. The new pre-school show picked up awards for its Roaring Raa Raa line for best pre-school plush range.
The character and series narrator Lorraine Kelly also met with competition winner Hurrison Munday. The three year old won the nationwide ‘Search for a Raa Raa Star’ competition that featured in the Sun newspaper. As well as getting a meet and greet, he will also appear in Tomy’s Raa Raa toy commercial, along with fellow winner Autumn Fox which will air in the spring.
The show, from Chapman Entertainment, has over 20 licensees across categories such as nightwear, puzzles, home décor, wheeled toys and bedding. Also, Penguin is launching a publishing range this month that features a little library format, board story books and activity sticker books, with more titles set for release in 2012 and 2013.
Ruth Williams, Tomy marketing manager says: “The Raa Raa the Noisy Lion range is a major focus for us in 2012 and Toy Fair provided the perfect opportunity for us to kick-start the marketing campaign with the help of Lorraine Kelly and little Harrison, whilst winning an award was the icing on the cake!”
Valerie Fry, Chapman Entertainment’s commercial director added: “Toy Fair provided a fantastic platform for us to showcase Raa Raa the Noisy Lion – the show is incredibly popular and this has undoubtedly been boosted by the ‘Search for a Raa Raa Star’ competition.”
New sets of episodes will be screening on CBeebies in February. The stop frame animation has been developed with the aid of speech and language therapists to help children master language and communication skills.
“This wonderful, innovative and educational show is enjoying a very positive reaction from the licensing community,” says Vickie O’Malley, MD of CPLG UK. “A successful visit to Toy Fair saw us link up with a host of great new potential partners and we are expecting to add to the licensing programme throughout 2012.”