Hornby is expanding its footprint in the licensing marketplace, having signed up to become the master toy partner in pan-Europe and Australia for new pre-school show, Olly the Little White Van.
The brainchild of UK creative agency Ideas at Work, the vehicle-led animation, which consists of five-minute shorts, is due to debut on ITV Kids in June, while it has also been snapped up by TVNZ in New Zealand.
Hornby – which has signed a four-year deal – will produce die-cast, push-along, friction powered and r/c vehicles, play-sets and character figurines, Hornby and Scalextric sets and jigsaw puzzles. The toys are set to hit UK retail from spring 2012.
“Olly the Little White Van is an engaging and relevant entertainment property,” stated Frank Martin, CEO of Hornby. “We believe that by applying Hornby’s product development and marketing skills to Olly we can create a broad product range that will excite the market and, in turn, introduce a new generation of children to Hornby’s core products.”
Henry Becket, MD of Ideas at Work, added: “I am delighted to have signed this key partnership with Hornby, one of the world’s best known and most loved names in the toy business."