Brand Licensing Preview
There’s a real buzz about The Hive!
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Space Enterprises’ Mark Hurry brings Toy World up to date with the latest developements on The Hive and the rest of the company’s portfolio
t’s always good to see a UK- created programme succeed on a global basis, and The Hive is poised to join that exclusive club. The show’s creator – David Willing - came up with the idea after one of his twin sons was stung by a bee; he decided to invent a series of bee-related stories in the hope that the poor
lad wouldn’t be afraid of them in future, and the idea for The Hive was born. It’s fair to say that the project has come a long way since then. Toy World spoke to Space Enterprises’ Mark Hurry to find out what’s happening with the property. TW: I hear that The Hive has been achieving
great viewing figures MH: We’re delighted that it has proved to be a phenomenal ratings success. Since the show first aired on Disney in February, it has consistently hit high numbers in the BARB ratings, both in the Pre- School and 4-9 categories. Since the transition from Disney Playhouse to Disney Junior in the summer, we have seen a dramatic increase in the numbers. We’re proud of our partnership with Disney, they’ve been firmly behind the programme from day one. We’ve also been getting good numbers on CITV on Saturday mornings. TW: And now Disney will be rolling the show out on a global basis? MH: Disney has signed up to broadcast the
show in multiple territories; it will be aired in 150 countries by the middle of 2012. The show is already performing incredibly well in Australia, where it is already a very close second to Chuggington on ABC.
TW: So presumably it will soon be time for the licensing programme to kick in? MH: We’ve been working hard on a licensing
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strategy which will bring some great product to the vast numbers of kids who love the show. We’re very excited that Mookie Toys has signed up to produce a range of Plush Toys. They have a real desire to break into the plush sector with their Pillow Pets range, so it’s a great fit for both parties. The range
Also from Space Enterprises:
will be launched in Spring / Summer 2012, along with product from our other major licensees such as blues Clothing, Akroyds TDP and ITV, which will be launching the DVD. We’re also looking to introduce additional licensees now that we have our key partners in place.
Apptoyz – Space Enterprises has been appointed global licensing agent for this exciting new brand, which crosses the toys and gaming markets.
Sooty- a truly classic character, currently starring in a brand new series on weekdays CITV. Initial ratings are said to be “very encouraging.”
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