The claim is based on the latest NPD figures (by value NPD EpoS, March 2008).
The data also reveals that master toy licensee Hasbro’s In the Night Garden products dominate the Top 20 Best Seller list with four products including the 12” talking plush and mini plush assortment making the leader board (by value, NPD EpoS March 2008).
Gill Pritchard, director of children’s, BBC Worldwide said: “We’re thrilled that In the Night Garden has soared to this level of success in such a short space of time. Less than a year since it entered the market we are competing with long established pre-school winners.”
Extending the range still further, it has appointed Golden Bear to manufacture and distribute a nursery range for the pre-school brand across the UK. The range will include teethers, buggy toys and first activity fabric toys for a planned launch in early 2009.
In addition, the BBC has granted it non-exclusive global manufacturing rights to supply appointed licensees.
John Hales, Chairman of Golden Bear said: "This is an excellent opportunity for our company and a privilege to be trusted by BBC Worldwide for our capability in product development.”
Vivid Imaginations will develop a range of infant arts and crafts products for In the Night Garden under the Crayola Beginnings brand. The launch range will be available from September and includes creative kits and activity products.
Emma Grant, Crayola senior brand manager, offered: “This is a great opportunity to reach the core target of In the Night Garden fans with a range of ergonomically designed arts and crafts products tailored specifically to toddlers’ abilities and needs.
“We’re delighted to be partnering with BBC Worldwide on such an exciting property and in true Vivid style we are fast-tracking product development to make sure retailers will be in stock for the fourth quarter”.
Also, DanJam Toys will develop a range of ITNG traditional wooden role play and learning toys available from June. The initial range consists of nine lines and features Igglepiggle’s boat and stacking Upsy Daisy, Makka Pakka and Tombliboo toys. The lead line is the pull-along, stacking Ninky Nonk train with 20 individual pieces. Traditional wooden toys such as an abacus, nested stacking blocks and flip-around day and night clock will also be available,
"We are proud to be working with BBC Worldwide on such an exciting brand,” commented Michael Seres of DanJam Toys. “The response to our In the Night Garden products by retailers has been so encouraging and we are looking forward to sharing all our plans for 2009 very soon."
On the appointment of new licensees, Pritchard commented: “The deal with Golden Bear, our tremendously successful licensee on Charlie and Lola, is further testament to the pedigree of licensees we attract with this property and we hope that with them and with Crayola, DanJam and other new and existing licensee partners we will continue to achieve this success with In the Night Garden.”