Fred Rogers Productions signs Jada Toys as master toy licensee for Donkey Hodie

Award-winning children’s entertainment company Fred Rogers Productions has named Jada Toys the master toy licensee for Donkey Hodie, the new puppet series from Fred Rogers Productions and Spiffy Pictures. Licensing Street, recently appointed as licensing agent for the brand, facilitated the partnership.

The new agreement with Jada Toys, which follows closely on the heels of the May 2021 series premiere on PBS KIDS, covers the US, Canada, Europe, Middle East, Africa, Australia and New Zealand. The company’s debut Donkey Hodie toy range is set to start arriving at retail in spring 2023.

“We are thrilled to work with Jada Toys and Licensing Street to extend the Donkey Hodie experience far beyond the screen,” says Matt Shiels, Vice President, Business and Legal Affairs, Fred Rogers Productions. “Licensing Street’s expertise combined with Jada’s track record of success in the US and international markets present an exciting opportunity for this special brand inspired by Mister Rogers’ Neighborhood.”

The debut line of Donkey Hodie toys from Jada Toys will include figures, plush, playsets, vehicles, dolls and doll accessories, electronic learning aids and musical toys.

During the first 20 days of its May premiere, Donkey Hodie content generated 32.6 million streams, the most for any PBS KIDS series launch in the past five years. On-air, the series posted the highest Kids 2-8 ratings and reach of any PBS KIDS series during its premiere week.

Donkey Hodie is created by Adam Rudman and David Rudman, co-founders of Spiffy Pictures, and developed by Ellen Doherty, Chief Creative Officer of Fred Rogers Productions. Executive producers are Ellen Doherty, Adam Rudman, and David Rudman.

About Tessa Clayton

A former Chief Sub of Red magazine, Tessa Clayton is the Digital Editor of and ToyNews. As a freelance journalist she specialised in writing about parenting and family life, and has contributed to a wide variety of publications and websites including Tesco online, Mother & Baby, Livingetc, Junior, Boots Health & Beauty, Practical Parenting and Get in touch at

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