Vivid grabs Everything's Rosie

Firm signs master toy rights for the pre-school girls series from V&S Entertainment.
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Vivid’s Rosie toy range will incorporating interactivity and play elements from the TV series, with feature plush, interactive and musical toys and push-along vehicles.

Other products in the Rosie toy line will include jigsaws in a box, selected games and collectables.

Vivid plans to reveal the range to retail customers and international partners at previews and London Toy Fair for launch in July 2011.

The range will incorporate suggested retail price points from £4.99 to £29.99 and will be supported by TV advertising, PR and viral marketing .

Emma Sherski, marketing and licensing director, commented: “The colourful cast, rich storytelling and a truly lovable lead character in Rosie, have already captured a loyal and rapidly growing pre-school audience and the licensors have already seen a pent up demand building for toys as requests from parents flow in daily.

“By the time we launch the toy line next summer there will be a sizeable ready-made market for products and we anticipate Everything’s Rosie establishing itself as a top three girls preschool line within the first year as some of the competitor licenses continue to decline”.

V&S director of licensing, Julie Quirke saed: "Everything’s Rosie is proving a phenomenon with her rapidly growing fanbase on Cbeebies testament to her popularity as a positive, bright and inspiring role model for three-plus pre-schoolers.

"The M&L programme is fast gathering pace and the response from licensees has been incredible, with deals closing now across numerous categories. We will be working with licensees of the highest calibre to create quality products for the long term that resonate with the high level production values of the TV series.

"We are delighted to have signed Vivid as master toy and know their commitment to launching our first Rosie toy range in 2011 will satisfy the enormous consumer demand for this unique preschool property."

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