Waybuloo takes top licensed feature plush spot

Pre-school range from Mattel holds onto the number one position for the first quarter.
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NPD has named the collection as the top licensed feature plush (*Source: NPD March 2011 YTD Top Feature Plush Licenses.)

Jane Kennedy, senior licensing manager, Zodiak Kids said: “Waybuloo has had a great start to the year: new episodes premiered earlier this year on CBeebies and it has held onto the number one licensed feature plush position again in Q1 2011.

"We are delighted that there is a continued appetite for the brand; we will have many more exciting partnerships to announce in the coming months.”

Waybuloo was also the number one show among four to six year-olds for the period, across all of its time slots (*January-March 2011) and increased its audience share by 60 per cent year-on-year (*January-March 2011 versus January - March 2010). *Source: BARB.

Internationally, Waybuloo airs in over 80 countries. Licensing programmes have launched in Australia, New Zealand and Canada, with Middle East launching later this year. Additional key markets, including Italy and Portugal will roll out in 2012.

Waybuloo is produced by The Foundation, part of Zodiak Kids and Decode Entertainment for the BB

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