Aurora World grabs Humf

Entertainment One (eOne) has signed the plush firm as the brand?s first toy partner.
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Aurora World will be developing a line of Humf plush for launch in the UK from September.

The company, whose portfolio of licensed toys also includes The Gruffalo and Moomin, will be producing a range that includes Humf plush key rings, plush beanies, four to 28-inch plush toys and plush toys featuring sound chips.

The property is supported by programming in numerous slots daily on Nick Jr and Nick Jr. 2, which regularly places the show in its top five rated shows.

In 2010 an impressive 4.8 million people tuned into Humf on Nick Jr. and Nick Jr. 2 where the series has been gathering a loyal fanbase of regular viewers.

Entertainment One is now looking to sign further licensing partners across categories such as greetings, gifting, toys, stationery, art and crafts and apparel to launch from January 2012.

Andrew Carley, head of licensing, Entertainment One, said: "We are extremely pleased to be welcoming Aurora World on board as the plush toy partner for Humf and are very excited about the growth of the licensing programme which looks set to flourish in 2011 and 2012.

"Hannah Mungo, licensing and retail manager, has been instrumental in bringing the Humf licensing programme to fruition. Her hard work and dedication to this much loved property is clearly generating results."

Aurora World’s sales director, Nigel Layton-Hill, added: "Aurora is excited to be working with Entertainment One and helping to bring the adorable Humf to life.

"Sampling is underway and we have been very encouraged by initial responses from many of our retail partners." 

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