Golden Bear’s In the Night Garden jumps into top five pre-school licenses

Golden Bear’s In the Night Garden toy range has jumped up into the top five pre-school licenses once again according to latest NPD figures.

Following the success of its Playtime, Bath-time, Bedtime range which launched in July, In the Night Garden now stands as the fifth largest pre-school license in NPD (YTD October 2018) across all toys. 

The range has remained within the top seven consistently since Golden Bear became master toy partner in 2013.

Golden Bear launched its new collection with a dedicated TV and digital campaign which is running throughout AW18. The new TVC showcases the toy line as an integral part of a child’s daily routine.

The hero lines of the new collection include Press and Go Igglepiggle and Press and Go Upsy Daisy (RRP £9.99), Igglepiggle’s Bath-time Boat (RRP £19.99) and Sleepy-time Igglepiggle. The company’s plush range was refreshed in 2017 with bigger eyes and softer fabrics designed to appeal to the youngest In the Night Garden fans.

Barry Hughes, managing director at Golden Bear, said: “We are delighted that In the Night Garden continues to captivate the young pre-schooler over a decade after it launched. 

"As the only show to feature every day, 52 weeks a year in the bedtime slot on the UK’s biggest pre-school channel its position as the bedtime show for little ones is unsurpassed. In October, It has once again rated number one for average TVRs and reach in households with kids 0-3. 

"We are thrilled our latest toy range has once again tapped into the unique position the show holds with UK and Ireland households and look forward to the range remaining a top five pre-school property for many more years to come.”

About Robert Hutchins

Robert Hutchins is the editor of ToyNews and its sister title, Licensing.biz. He has worked his way from Staff Writer to Editor across the two titles, having spent almost eight years with both and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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