Hoho Rights has appointed IVS Group as the master toy partner for its pre-school series, Cloudbabies.
IVS Group will develop and produce a new range of Cloudbabies plush toys and the initial product line will feature Beanie Plush, Feature Plush as well as Bedtime Baba Blankies and My First Cloudabies aimed at the show's younger audience.
The firm also plans to broaden the Cloudbabies offering into other categories such as games and playsets.
“I’ve worked with many family entertainment brands over the years but when I saw Cloudbabies I instantly recognised its potential and to be honest I absolutely love the characters”, said Namita Kapoor, CEO, IVS Group.
“It’s a very appealing and licensable brand and we hope that our new range will provide retailers with renewed enthusiasm for this ever popular CBeebies series while also giving the consumers what they are asking for”.
Helen Howells, joint MD, Hoho Entertainment, added: “This partnership has been borne out of a mutual passion for brand building. Namita Kapoor and her team at IVS have a fantastic track record in product development and international distribution thanks to their work over the years with big name licensors.
“Their passion, commitment and enthusiasm for Cloudbabies mirrors ours and we have absolute faith that they will develop a product range which will see Cloudbabies around for a very long time to come.”
In the UK, IVS Group will sell directly to retailers and via their own established online retail service, while internationally Hoho Rights will work with its sub-agents to appoint distribution partners in the territories where Cloudbabies has been sold.