TOY FAIR DAILY: Waybuloo hits number one

Property is named as the number one new pre-school property in 2009.
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RDF Rights (RDFR) has announced the continued success of its flagship pre-school brand Waybuloo, according to NPD data.

Fisher-Price’s Waybuloo range is also the number one plush licence since the range launched (*NPD Q4 Plush (£)) with their Waybuloo Small Plush also scooping the top licensed plush item (NPD Q4 Plush (Units).

The Waybuloo DVD, released by 2 Entertain, is the number three new pre-school brand launched in 2009; the BBC’s magazine is the number five pre-school title.

Waybuloo premiered on CBeebies, and the BBC has commissioned another 50 episodes, bringing the total number to 150.

Since its launch, across 448 broadcasts, Waybuloo reached over 10 million individuals (20 per cent of the UK population) in 2009. Three quarters of the target audience tuned into at least one episode of Waybuloo last year (3.5m)

Michael Carrington, controller, CBeebies said: “Waybuloo is one of CBeebies top rated shows, given its brilliant success since launch, moving it to our children’s slot on BBC Two was a natural move to make.

"We are delighted with how the series has captured the imagination of our audiences and look forward to airing the new episodes later in the year”.

Maria Sze, brand director, RDFR, added: “Waybuloo has been a phenomenal hit both on screen and at retail. We are absolutely thrilled to be in a position to report such exceptional success given we first aired in May with most products launching late September.

"The scheduling of it to air on BBC Two, confirms how well the series has been received by children. Retail response has exceeded all expectations and we are excited to be working with new licensees this year to launch more products to build on the success to date.”

Erica Zubriski, marketing director, Mattel UK continued: "We are delighted with the performance of the Fisher-price range of Waybuloo toys, they really captured the essence of the exciting world of Waybuloo, and the positive results pay testament to the love preschoolers and their parents clearly have for this break frame show and its characters.”

RDF Rights continues to secure new licensing partners with over 25 in place to date. Other licensees to roll out for spring/summer 2010 include Martin Yaffe, Golden Bear, Mondo, Inspiration Works and Worlds Apart.


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