TOY FAIR DAILY: Hasbro to continue as ITNG master toy

Firm's global master toy licence for BBC Worldwide?s In the Night Garden has been renewed
Publish date:
Social count:

News of the deal comes as 4.4 million In the Night Garden plush toy sales are confirmed in the UK, four every minute since launch.

The deal will see Hasbro extend the product ranges alongside BBC Worldwide’s growth strategy for licensing of the brand.

In the Night Garden is set to receive a refreshed look and feel with the launch of the friendship theme in autumn/winter 2010. This theme will be extended across all licensed categories and integrated into style guides, packaging and non-toy licensee product ranges.

Neil Ross Russell, MD of children’s and licensing at BBC Worldwide said: “The magic that Ragdoll has created with In the Night Garden has delighted a generation of children on screen and our master toy partner Hasbro has re-created that delight off-screen with fantastic quality product.

"This deal cements our and Hasbro’s commitment to entertain generations of children in the future with In the Night Garden.”

Jerry Perez, senior vice president and global brand leader for Hasbro’s pre-school business added: “We are very pleased to be continuing our relationship with BBC Worldwide for In the Night Garden, which has brought so much enjoyment to children around the world.”


Featured Jobs

Vivid Job Logo 620 x 349

Digital Marketing Executive - Toys & Games

Vivid is Britain’s biggest toy company and the 20 largest in the world. With offices across the globe, they sell an amazing portfolio of toys and games to over 60 countries. Vivid is best known for its association with blockbuster brands and is very excited about future opportunities around the world.


UK Sales Agents

Liberty House Toys have been appointed as the exclusive UK distributor for the BiOBUDDi brand, and we are pleased to introduce this new unique, innovative and exciting range of 100% environmentally-friendly toy building blocks. We are seeking experienced sales agents with existing network in the toy retail market.

Gameplan Job Logo 620 x 349

Head of Product Development & Marketing

Our client is a privately owned French toy and games manufacturer which sells through distributors in forty countries. The company develops and sells innovative electronic interactive toys and games for the educational and gaming markets, and also takes suitable licenses. To progress its successful business development a Head of Product Development & Marketing is to to recruited.

HIT Entertainment Job Logo 620 x 349

Licensing Systems Administrator

The Contract System Coordinator is a newly created role to support the deal term entry process into Mattel’s new Contract Management System for its Licensing business. The role will support the Business Teams at the Deal & Amendment phase of the contracting process and act in conjunction with the System Administration team.