The deal will see Golden Bear as master toy licensee for the UK and the range of plush, plastic and wooden toys aimed at children aged from three to seven. The agreement, for four years up to the end of 2012, will be supported by a strong and extensive advertising campaign.
Ben & Holly’s Little Kingdom will screen later this year, but licensing momentum is already growing behind the new animation created by Astley Baker Davies, the BAFTA award-winning team that gave us Peppa Pig.
Golden Bear, which has been producing high-quality children’s toys for over a quarter of a century, has already worked with Contender Merchandising on a number of Peppa Pig products,
John Hales, chairman of Golden Bear, said: "Ben & Holly’s Little Kingdom comes from a company noted for quality programmes and a team with a great track record in creating winning series for the pre-school market.
"We are delighted to be working alongside Contender Merchandising on another exciting concept."
Hannah Mungo, Contender Merchandising’s UK licensing manager, added: “Golden Bear has been a major name in quality toy production for many years and is a very strong player in the licensed product market, as we know from our work with them on Peppa Pig.
"We are thrilled to be partnering with Golden Bear on what we firmly believe is one of the most exciting new licenses in the market.”