Firm to roll out figurines, play-sets and plush in 2014.

Vivid hops to it as new master toy partner for Peter Rabbit animation

Silvergate Media has named Vivid as toy partner in the UK, Europe and Australia for its new CGI animation, Peter Rabbit.

The firm will produce a range of toys including figurines, play-sets and plush. The initial launch will take place in spring/summer 2014, with the full range arriving in autumn/winter 2014.

The new Peter Rabbit animation – co-produced with Penguin UK and Nickelodeon US – consists of 50 11-minute episodes and three 22-minute specials. It is currently airing on Nickelodeon in the US, Cbeebies in the UK, ABC Australia and France Televisions.

Silvergate Media holds worldwide licensing and merchandising rights for Classic Peter Rabbit. It also holds all audiovisual, licensing and merchandising rights for the new CGI Peter Rabbit, excluding the Americas and India (which are controlled by Nickelodeon in the US). Penguin will be supporting the animation in 2013 with a full publishing programme.

"We love the look and feel of the new CGI Peter Rabbit TV series," said Neil Bandtock, MD of Vivid. "Bright, fresh graphics and exciting, adventure-filled story lines are already leading to fantastic viewing figures and we will ensure we build this fun and adventure into our international toy ranges launching next spring."

Mary Durkan, CEO at Silvergate Media, added: "We are thrilled to have secured Vivid as our toy partner for Peter Rabbit in key territories, which will help take the brand to the next level."

Susan Bolsover, head of licensing and consumer products at Penguin Children’s believes that Vivid’s "expertise in bringing brands alive through play will absolutely complement the fun and energy of the brand".

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