Hooked on Phonics is designed to provide parents with a complete multi-media package to help children learn to read.

The brand was originally developed in 1987 and marketed exclusively through infomercials, achieving 98 per cent brand recognition.

Treasure Trove says the signing is its biggest yet and a key building block in consolidating its position as a supplier of educational toys.

Business Director, Kim Carter, said; “This is the biggest brand yet which Treasure Trove has been charged with marketing. It is a perfect fit for us as, moving forward, we focus exclusively on the educational toys category. There are many aspects to the brand which make it one which is going to significantly enhance our business and that of our customers.”

Chip Paucek, president of Educate products added: “We are really pleased to have signed Treasure Trove as our partner for the UK and Ireland. The progress the brand has made here in the USA since we launched it at retail, just 15 months ago, has been amazing. Treasure Trove’s marketing expertise will help us to establish a strong UK business very quickly."