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TOTAL LICENSING
Licensing Awards in the UK highlight- ties particularly during the Year of the Noddy as the property continues its
ing her leading position in the pre- Sponge. The UK retail success is such 60th anniversary year in 2009. A brand
school market. that a growing number of licensees are new TV series, Noddy in Toyland, a
Nickelodeon will be presenting a new launching different product ranges for fresh new toy range, and a new touring
special adventure, Dora Saves the boys and girls. Apparel licensee BCI is theatre show are launching this year.
Crystal Kingdom, this October. having success with both men’s and The momentum for Mr Men and Little
Recent licensed products include fabu- women’s apparel in a number of fash- Miss brand continues with top sell-
lous new electronic lines from interna- ion retailers including Top Man, New ing apparel ranges at retail in the UK.
tional licensee Linmark who are pro- Look and Tammy. Nickelodeon’s li- This Autumn toy, DVD and publishing
ducing products such as Dora toasters censing team is looking to develop this programs debut at retail in the UK,
and portable DVD players. There are multi-demographic approach across France, US and Australia.
more than 80 licensees producing product categories to meet the ever- The Olivia television series has
Dora products in the UK across all growing demand for all things spongy. launched in the US, UK, Australia and
product categories from toys to food, iCarly, Nickelodeon’s comedy series, France in 2009 and has sold to over
continues to build on its ratings suc- 120 territories.
cess to date. A raft of new iCarly prod- Other key properties for BLE will
ucts will make their debut this Autumn include Mr Men and Little Miss, Bea-
in time for Christmas. Global gaming trix Potter, Paddington Bear and The
outfit, Activision, will launch iCarly vid- World of Eric Carle.
eogames for Nintendo Wii and DS and
master toy licensee Vivid Imaginations
(in conjunction with Playmates Toys)
will launch a range of toys and tween
electronics including figures, play sets
and role-play items which will be sup-
ported with TV advertising from Oc-
tober. Martin Yaffe will launch wheeled
toys and hair electricals.
Licensees launching products this
apparel, consumer electronics, games, summer include Alligator Books (ac-
ELA/publishing lines and even a Dora tivity books), International Greetings
aquarium as well as a bespoke Dora (stationery range), Pyramid Posters
range with Marks and Spencer. (posters and badges), Fashion UK (T-
Recently refreshed Dora product shirts), Aykroyds & TDP (nightwear/
ranges enjoying strong sales include underwear), and Trade Mark Collec-
toys (Fisher Price), stationery (In- tions (fashion backpacks and bags).
ternational Greetings) and Vogue’s This September Nickelodeon’s pre-
lunchwear range which features a new school TV channel, Nick Jr, will be
brightly-coloured fruity look. premiering an animated educational
Nickelodeon declared 2009 The Year series for pre-schoolers, Ni Hao, Kai- ITV Studios, Global Entertain-
of the Sponge in honour of its sponge- Lan. The first product ranges in the ment will be launching new brand
tastic hero’s tenth birthday, with cele- UK Kai-Lan licensing programme will opportunities and product deals at
brations taking place globally through- be aimed at the teen/tween market. Brand Licensing Europe, spanning ITV
out the year. SpongeBob SquarePants Pre-school toys and products will fol- Studios’ portfolio of, drama, entertain-
continues to offer licensing opportuni- low in 2010/11. ment and lifestyle genre programming.
Wonder Pets! is now seen by more ITV’s product line-up includes I’m a Ce-
pre-school fans as it airs on GMTV. lebrity… Get Me Out of Here!, com-
An extensive consumer products roll- missioned by ITV1, NBC, RTL, Sony
out is set to continue throughout the India and broadcast in more than 100
year, with wheeled toys from Martin countries around the world, alongside
Yaffe, toys from David Halsall, a fabu- Hells Kitchen with Gordon Ramsey,
lous themed Mega-Bloks activity toy commissioned by Fox and watched in
range, books from Simon and Schuster, more than 200 countries. Come Dine
Ty Beanies, Christmas themed DVDs with Me will also be showcased.
and apparel. Much of the product will The ITV team will be premiering the
be supported by a TV advertising cam- launch of the This Morning consumer
paign. products strategy.
Headlining BLE for Chorion will be Coronation Street will return to
80
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