Golden Bear grabs Driver Dan's Story Train

Twofour54 has signed a multi-territory master toy deal with the firm for its pre-school brand.
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Golden Bear will have manufacturing and distribution rights in the UK, Middle East, Eire and Australia, as well as manufacturing rights in the US.

In a deal brokered by Aoh!k Commercial, the newly appointed UK licensing agent for Driver Dan’s Story Train, Golden Bear will develop a range of licensed toys including plush and plastic toys, electronic and mechanical toys and devices, as well as 3D plush hot water bottle cases and 3D pyjama sets, which will be launched in autumn/winter 2011.

Golden Bear will also develop a limited range of arts and crafts products, including mechanical drawing devices and felt kits.

The firm has also signed a home entertainment deal with Universal Pictures International Entertainment for the property.

The deals mark the next step in twofour54’s ongoing strategy to establish Driver Dan as a leading pre-school brand, with a range of books from Macmillan Children’s Books already on the shelf in the UK, and an interactive website up and running, www.driverdansstorytrain.com.

Wayne Borg, chief operating officer, twofour54 said: “Driver Dan’s Story Train has already proven itself commercially, airing in the UK, US and Australia. Our aim with the brand was to demonstrate to the Middle East media industry how to build a global children’s brand and create a successful business through 360 degree exploitation of the IP.

"We are delighted to have Golden Bear and Universal on board and these partnerships will enable the brand to flourish as it matures further.”

Andrew Kerr, managing director, Aoh!k Commercial commented: “It’s a great start for the brand in its lead territories. Golden Bear and Universal are category leaders who will bring a level of excellence to the key product offering for consumers.”

John Hales, Chairman, Golden Bear, added: “We are delighted to have acquired the master toy licence for Driver Dan’s Story Train. This endearing pre-school character has a broad appeal to the younger audience and will compliment the Golden Bear brand perfectly.”

The first range of Driver Dan’s Story Train toys will be Golden Bear’s showpiece collection at the Toy Fair Olympia exhibition in January 2011.

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