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
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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.”

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