Character inks Primeval master toy deal

Character Options continues to bolster its licensed portfolio, becoming the master toy licensee for popular science fiction drama series Primeval.
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The deal means that Character will once again be working with BBC Worldwide, which is the programme's international distributor and merchandising agent. The two companies also collaborated on Doctor Who, with the toy range winning a number of awards and selling well over 1.7 million figures last year alone.

Primeval, which follows a team of scientists battling prehistoric creatures that are slipping into the modern world through anomalies in time, has been renewed for a second series in 2008. BBC Worldwide has also secured television sales for the series in 20 territories, with further deals to be announced.

"Character's ability at modelling and marketing monstrous creatures using amazing technology makes them the ideal partner for us on Primeval and we are delighted to have the opportunity to work with Impossible Pictures on this exciting series," said Richard Hollis, BBC head of UK licensing.

Jon Diver, joint MD at Character Group, added: "We are delighted to have been awarded the master toy licence for the toys relating to this successful series for which the ratings speak for themselves, reflecting the show's success as great Saturday night family viewing."

Products will include a Dragonfly Rex and Agnurognathus, which will be available from October and will be TV advertised, followed by a number of other action figures and creatures from series one and two released in January 2008.



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