Hit Favourites take a bow

Hit Entertainment has taken the wraps off a new umbrella brand for its properties at Toy Fair, entitled Hit Favourites.
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The new licensing strategy will see a new line of products created across all categories including toys and games, DVDs and books, based on a collection of Hit's brands.

All products will feature a minimum four characters including Bob the Builder, Barney, Angelina BAllerina, Kipper, Thomas & Friends, Fireman Sam, Pingu and Rubbadubbers.

Hit has already signed several new licensing partners for the premium line, with product expected to be released throughout this year. In the UK, Tomy Yujin has developed toy capsules in prominent Hit-branded cubes in counter display units, while Character Options has developed puzzles, board and action games, plus card games.

"Hit Favourites is a premium licensed brand," said Katie Rollings, VP of consumer products and international marketing at Hit. "This umbrella strategy offers existing and new licensing partners an exciting way of working with our world class portfolio of brands."

Character's line of product can be seen on stand NE24 at Toy Fair.

In addition, Hit has also renewed its partnership with MV Sports for Bob the Builder and Thomas & Friends wheeled toys.

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