US: Bandai America grabs Roary the Racing Car

Chapman Entertainment and Hit Entertainment partner with the firm to launch new toy range exclusively at Toys R Us.
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The deal will see Bandai America unveil a full line of Roary toys exclusively at Toys R Us from autumn 2010.

The deal marks the first time that production company, Chapman and North American representative, Hit, have worked with Bandai America.

As US master toy licensee, Bandai America will offer a range of products including die-cast vehicles, push-along cars, play-sets, remote controlled vehicles and more.

Three key items, die-cast vehicles, friction cars and the remote controlled Roary will be packaged with a special episode of Roary the Racing Car on DVD. All products will be suitable for age three and over and will range from $3.99 to $24.99.

Gary Krakower, senior vice president, US licensing and live events at Hit Entertainment commented: “Roary the Racing Car has all the ingredients that translate into a successful toy program: great stories, strong characters and a classic play pattern.

"Chapman Entertainment has created an international sensation with this series, and US consumers have been clamoring for products since the show first launched on Sprout. We are excited to embark on the race to success with our new master toy partner, Bandai and their full line of imaginative, fun Roary toys.”

Mark Schaffner, executive vice president for toys for Bandai America said: “Roary the Racing Car has been a successful International brand for years, capturing the hearts of children and adults across the pond.

"We’re thrilled to partner with Chapman Entertainment and Hit Entertainment to extend the brand’s fan base. Roary represents fresh, heartwarming fun that will certainly inspire today’s pre-schoolers.”

Andrew Haydon, Chapman Entertainment’s commercial and finance director added: “There has been a lot of hard work and a lot of fun getting Roary ready for his big debut in the States.

"We are very excited to bring these products to market with Bandai and Hit, and we hope that they will race off the shelves in America, as they have done throughout the rest of the world. Roary is now broadcast in 140 countries and has sold in excess of ten million products since launch.”

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