Vivid grabs Strictly Come Dancing

Vivid intends to harness the show’s key attributes with a role-play set including an instructional DVD, dress-up elements and scoring boards for judges.

The Strictly Come Dancing roleplay toy will retail around £25 and be available from July before the new series launches on BBC One. It will be supported with TV advertising and a full PR programme.

Richard Hollis, head of UK licensing at BBCW said: “Strictly is a household name and is one of the lucky few that inspires universal enjoyment from young to old.

“The launch of this great new toy will truly enable fans to extend their love of the show in their living rooms so we’re sure it will be a ‘ten’ for buyers and customers.”

“We are thrilled to be creating a product that will allow girls and their parents to re-enact the fun of Strictly Come Dancing in the home and we’re confident that it will be a contender for the top toy lists for this Christmas,” added Emma Sherski, licensing and marketing director for Vivid