KD UK has been named the exclusive UK distributor for a line of plush based on the hit YouTube series, Little Baby Bum.
The new range of plush from Commonweath & Novelty will feature six characters to collect including Mia, Twinkle Star and others from the hit online series, each featuring four nursery rhymes to sing.
Aimed at kids aged six months to three years, the Little Baby Bum channel has shot to success, becoming the number one kids’ YouTube channel worldwide, with an average of 17 million views a day.
Last year, the Little Baby Bum animated series garnered 245 million views in the UK alone.
Seth Bishop, managing director of KD UK, said: “Little Baby Bum fits perfectly with the direction the group is taking, as 2016 will see us diversify from the typical ELAs which we have historically been known for.
“YouTube is part of the digital future that toy companies and retailers must embrace and reflects the fast changing nature of media consumption. It’s a destination where we see young parents and kids heading in massive numbers as evidenced by the astonishing popularity of Little baby Bum.
“We are very excited to be at the forefront of what we believe will be a fantastic success for a property which is already strong and continues to grow.”
The launch will be lead by a raft of Little Baby Bum musical plush this June and will be supported with a targeted marketing campaign that according to Bishop will “speak directly to the digitally engaged consumer and Little Baby Bum channel subscribers and viewers.”