Animation house Cosgrove Hall Films will work with Chapman Entertainment to produce the show, which is designed and developed by Chapman’s eponymous creative director, Keith Chapman and executive produced by Greg Lynn. An initial 52 x 10 minute episodes are in production.
Vivid Imaginations has been awarded the UK master toy and worldwide manufacturing license and is developing a toy line which includes playsets, puzzles and diecast, which will be in stores next summer, backed by heavyweight TV advertising, PR and in store theatre.
Marketing and Licensing Director, Emma Sherski said: “We expect Roary to race to a top three position in pre-school by Christmas 2007. We saw this happen to Fifi within the first year of launch. The Chapman team clearly has the Midas touch on preschool shows and we are confident that our heavyweight marketing support, coupled with well-priced, innovative product can deliver a winning performance for retailers worldwide”