17-19 ITNG Overview USE!!!!! _Art & Design LSB 09/01/2016 13:37 Page 19
In the Night Garden Overview
power of the brand. It has become an integral part of the bedtime routine for children and parents.” The fact that there is no new content doesn’t cause any issues for DHX, as Victoria explains: “In the Night Garden is timeless, the stories and characters don’t date. It still looks as fresh as it did when it first came out. The preschool licensing market is well-known for being competitive, but In the Night Garden remains at the top of its game and is still growing according to Tom Roe, commercial director for DHX Brands. “It is the 4th biggest preschool licence according to November NPD data. It’s firmly in evergreen territory now. Golden Bear’s toy collection continues to do well at retail, with four lines in the range being included within the top 25 selling preschool licensed items (NPD YTD Nov 2015). The In the Night Garden magazine from Immediate Media is the most successful preschool magazine ever. And Penguin Random House, our publishing partner, has sold over 12 million books.” Tom continues: “The licensing programme has gone from strength to strength and we have quality partners on board and have witnessed a real appetite for products from our loyal fans. A new core guide and seasonal guides launched in 2015 enable licensees to create stand-out products.”
On the international scene the brand is gaining momentum particularly in Australia and China as Tom explains: “We’ve got a growing programme of licensees in Australia, including Jasnor as master toy, Penguin Children’s Books and Showtime Attractions for meet and greets. China has massive potential and we have a broad deal with UYoung Media Group for a licensing and merchandising campaign for In the Night Garden.” This commitment to the brand from DHX bodes well for the future. Innovative marketing initiatives and a strong licensing programme will keep this evergreen brand in the forefront of everyone’s mind for years to come.
ABove: THe ninKy nonk MUsiCal ACtiVity TRain fRom goLden BEar was tHe 3rd beSt SelLing pResChoOl Toy ytd (Npd, nOveMber 2015).. LEft and bOttOm Left: in The NIght GArdEn live tOurs With a puRpoSe-BuiLt inFlaTabLe VenUe. BElow cEntRe: andRew coLliEr fRom miNor enTerTaiNmeNt.
In the Night Garden Live The popular In the Garden Night live show has been seen by over half a million visitors since 2010 and there was a 12% increase in attendance year-on-year in 2015. Andrew Collier, the creative director of Minor Entertainment, comments: “We launched In the Night Garden Live in 2010, and the show has toured the UK every year since. I don’t know of any other preschool property in the UK that sustains an annual tour, and remarkably we’ve seen audiences increase each year - our sixth tour in 2015 saw the highest attendance figures yet! Rather than take a show into local theatres, we tour a purpose-built inflatable venue that’s designed to meet the needs of very young families. It means we can deliver a consistent customer experience that’s on-brand and exceeds expectations. It’s a real pleasure to be part of something that’s so important to so many families.”
A SPECIAL DHX BRANDS SUPPLEMENT
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