Numberblocks and Alphablocks build base in toy space with Hasbro UK Play-Doh partnership

The popular pre-school properties Numberblocks and Alphablocks are continuing to build a solid base in the children’s toys space thanks to new signings with Hasbro and Doodle Education.

Both series – which are currently enjoying strong viewing ratings on CBeebies – have secured a new partnership with Hasbro UK for a Play-Doh brand partnership promotional initiative. The promotion is focussed on how creative play and having fun are an important part of a child’s development.

lThe partnership has several elements, all of which lead towards World Play-Doh Day on September 16th this year.

The partnership will see the development of a number of unique two-minute CGI shorts that will bring Numberblocks to life using Play-Doh compound. Downloadable teacher resource packs offering teaching tips and lesson plans using Play-Doh will be available at the start of the new school year.

Numberblocks and Alphablocks have also been running a nationwide competition open to all nurseries, playgroups and schools across the UK and Republic of Ireland where schools can win Play-Doh prizes.  The winners receive a Creation Station visit to their school on World Play-Doh Day and runners up receive tubs of Play-Doh and Alphablocks or Numberblocks magazines.

“We are pleased to be working with Numberblocks and Alphablocks to bring the Play-Doh brand to more classrooms across the UK and Ireland and engage teachers, parents and kids in fun and creative learning activities with the brand,” said Louisa Parast, marketing dirctor for Hasbro UK and Ireland.

“The educational focus of Numberblocks and Alphablocks marry well with our mission to spark creativity in the classroom.”

The second agreement with Doodle Education also focuses on making learning engaging and is a first of its kind for the licensing and pre-school sector.

Doodle has signed it’s first-ever licensing agreement, brokered by Larkshead Media, to provide Numberblocks and Alphablocks posters for schools and educational environments.

Ordered directly by teachers from Doodle these materials will help ensure classroom learning is fun as children engage with The Numberblocks and Alphablocks brands in a visually stimulating way.

Product will be available for the beginning of the new educational year in September and has the potential for International expansion.

Dan Hopper, MD at Doodle, said: “We were over the moon to be asked to support the team at Numberblocks. Here at doodle we work with educators across the world every day to design bespoke teaching and learning displays.

“We believe our experience in educational design, together with the Numberblocks and Alphablocks brilliant creativeness, will prove to be a fantastic partnership.”

With 90 CGI episodes commissioned to date, the Numberblocks series first debuted on CBeebies in 2017 and follows the adventures of colourful block characters who live in Numberland and help children to understand how numbers really work. 

The Alphablocks are twenty-six delightful living letters who fall out of the sky and realise if they hold hands and make a word, it comes magically to life.  Both shows are produced by Blue Zoo Productions Ltd, alongside creators Alphablocks Ltd, and broadcast twice daily on CBeebies. 

Clare Piggott, director at Larkshead Media, who brokered both agreements, said: “I am delighted to be working with both Hasbro and Doodle Education on two significant partnerships which will engage teachers, parents and children across the UK and Ireland.

“Creativity and learning through play are fundamental to a child’s development and these two partnerships are all about celebrating learning in a fun, meaningful and engaging way. It’s exciting to be working with Hasbro given the Play-Doh brand’s global creative reach as a Powerhouse brand and also to be working with Doodle on their first foray utilising licensed brands.

“I am thrilled we are getting such positive endorsement from the Licensing and Educational communities which coupled with our amazing iPlayer ratings is very encouraging.”

About Robert Hutchins

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

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