106-107-109 SOTN Preschool_muk.qxp_NEW LSB 2008 GRID 22/09/2018 12:36 Page 106
SOTN: PRESCHOOL & NURSERY
The preschool sector continues to be one of the most competitive in the licensing space - from evergreen brands finding new ways to appeal to fans through to new brands just breaking through. LSB checks out some of what’s been happening.
Top for tots Right: The 25-piece collection is available across the UK. Left: Hey Duggee has enjoyed a strong summer.
Continued growth for Hey Duggee
BBC Studios is continuing to strengthen the Hey Duggee brand – with its popularity now spreading further than CP. In July, fans called for The Kick Song to become the unofficial World Cup anthem, with the track subsequently being release and attracting widespread broadcast coverage including on BBC Breakfast and BBC Radio 1. More recently, downloads for Hey Duggee Apps, made in partnership with Scary Beasties, surpassed 2.5 million downloads globally, with further apps on the way this autumn. Back with CP, and the brand makes its first move into adult apparel with licensee TDP Textiles as the Hey Duggee Mini-Me Pyjamas range, with sizes for both adults and children, launches on Character.com. The Stick t-shirts are stocked exclusively at Sainsbury’s and The Hey Duggee Sticky Stick Sticker Book, published by Penguin, is now available at Morrisons and Amazon. There has also been a good response to Golden Bear’s refreshed toy lines.
Making Sense
New Snoopy line heads to Mothercare
A 25-piece Snoopy apparel and accessories collection has launched in Mothercare stores across the UK. The range includes baby apparel from Paul Dennicci, children’s nightwear from Aykroyds, accessories including socks from Misirli, shoes, bags and umbrellas from William Lamb, as well as plush from Aurora. The range features the classic characters Snoopy and Woodstock and has been designed using a style guide created specifically for the infant category.
ITV’s littleBe block debuts ITV has launched its new preschool block – with littleBe airing on ITVBe from 9am to midday each weekday. ITV confirmed that it would be launching the new preschool block during the Children’s Media Conference in July, with ITVBe tending to attract an audience of young female viewers and stay at home parents. Initial programmes will include BabyRiki, Engie Benjy, Florrie’s Dragons, The Hive, Oddbods, Pip Ahoy! and The Sooty Show.
DHX Brands teamed up with Baby Sensory and Toddler Sense to create Teletubbies-themed classes for preschoolers earlier this autumn. The initiative was available across the UK and was developed by leading parenting expert and author, Dr Lin Day, in consultation with DHX Brands. The classes were expected to reach an estimated 35,000 preschoolers – and featured a Teletubbies lesson plan highlighting the developmental benefits of play. Right: The classes were expected to reach an estimated 35,000 preschoolers.
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LICENSING SOURCE BOOK EUROPE 2018