Cover Story
What’s new in Toyland? Beloved children’s character Noddy was taken under the caring wing of DreamWorks Animation after their 2012 acquisition of Classic Media. Now, the famous Enid Blyton character has been given a complete overhaul. Richard Hollis, DreamWorks Animation’s Head of Consumer Products UK, introduces us to the fresh, new concept which sees Noddy hit TV screens in 2016 as a Toyland Detective. Richard also delves into the exciting consumer products rollout plans Richard, Noddy has such a rich global heritage – tell us what DreamWorks Animation has been doing with the property since the acquisition of Classic Media in 2012?
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The series marks the first time in Noddy’s TV history that his car will come “alive” with his own unique p y personality
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Noddy has been entertaining children for generations through a robust publishing franchise, having sold more than 250 million books worldwide. With such a rich, global history of more than 60 years, and with values that are aligned with the type of quality content that DreamWorks brings to families, it was clear Noddy provides numerous possibilities across DreamWorks Animation’s various channels and programmes. Since the acquisition we have been hard at work developing the relaunch of the Noddy franchise which involves an exciting and
imaginative expansion of the Toyland world and his role within it. Because he’s been a fixture in the childhood of millions around the world we took great care in evolving this beloved character with a smart new series. While Noddy remains immediately identifiable, his iconic look, from the tip of his blue hat to soles of his red shoes, has been given a contemporary makeover to suit the more adventurous and clever Noddy for a new generation. Toyland has moved on, instead of consisting of traditional toys, such as wooden blocks and skittles, it now includes the recognisably modern toys that today’s children love.
In terms of brand extension, what plans are there for Noddy? DreamWorks Animation is committed to reigniting the fan base for Noddy around the globe. Millions of people who grew up with Noddy now have children, or even grandchildren, of their own. We saw a tremendous opportunity
Noddy with Bumpy and the new look Revs
Richard Hollis
A TV dream So what will Noddy, Toyland Detective look and feel like? Richard fills us in Co-produced with Gaumont Animation and premiering on France Televisions’ France 5, Noddy, Toyland Detective is an exciting evolution in the world of Noddy. Viewers will join Noddy on adventures throughout Toyland, accompanied by friends both new and familiar – including his iconic car, as well as Big Ears and Bumpy the dog. Through Noddy’s newly established role as Toyland Detective, Det he’ll show children how to investigate i their world and make mak their own discoveries as he llooks for clues to mysteries in each eac episode. The series marks the first time T in Noddy’s N TV history that his car will come alive with his own unique uniq personality. Named Revs, it eagerly ea races around as Noddy’s sidekick. side In addition to the refreshed look of Noddy and his friends, the world wor of Toyland will expand in the new series. Noddy’s investigations will take audiences on adventures through thro new lands – the fantastical Fable Fab Fields, the Animal Acres, the busy bus metropolis of Brickabuild, and the exciting Daredale introducing intr new characters and locations loca along the way.
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