The kids licensed goods market was worth £904 million in the first half of 2011 (source: NPD). There is a plethora of brands being licensed into toys and other sectors continually, bringing extra revenue into the industries.

Hoho Entertainment was set up a year ago by ex-Target Entertainment executives, Helen Howells and Oliver Ellis. Within seven months, the firm had launched its first property, Cloudbabies. So it seemed from the outside that launching a new pre-school brand was a fairly painless and quick procedure.

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