LicensingWorld
Peppa’s Theme Park Party creates frenzy on Twitter
Character Options hosted a Twitter party in celebration of its new Peppa Pig Theme Park toy collection on March 26th and delivered nearly 8m tweets to 872,000 unique users. The
#PeppasThemeParkParty was organised jointly by Character Options and Entertainment One with the aid of the Mums’ E-zine
www.UKMums.tv and a team of mummy bloggers. 7.94m tweets were recorded as being delivered.
JCB Kids launches ‘Fresh Air Campaign’
JCB Kids has announced the launch of its Fresh Air Campaign, which aims to promote outdoor play for children throughout the UK.
The campaign links with the JCB Kids ethos of inspiring children to use their imagination and engage in physical activity. The campaign began with a national
survey of 2,000 parents to examine the play patterns of children today in comparison to the parents’ generation, which will be promoted and driven by mi-commsPR through national, regional and online media. The second phase of the Fresh Air
Penguin and Mind Candy enter global partnership
Penguin and Mind Candy have announced a global publishing partnership, which will see the companies work to build original, cross-platform brands. Penguin is already the global publisher for Moshi Monsters, but the new partnership will see Penguin become the exclusive global publisher for each new property and IP developed by Mind Candy for the next three years.
The relationship between
Penguin and Mind Candy has proved successful, with over 1.4 million Moshi Monsters books sold in the UK since July 2010. Penguin also produced the Buster’s Lost Moshlings app, which has been a worldwide hit. Eric Huang, Penguin Children’s New Business and IP
Acquisitions director, will also be leaving Penguin to join Mind Candy as director of development. Rich Haines and Juliet Matthews, acquisitions manager and publisher of licensing, respectively, at Penguin Children’s (which also publishes brands such as Angry Birds and Skylanders) will work closely with Huang in his new role to help develop the new properties. Michael Acton Smith, CEO of Mind Candy, said: “We’re delighted to announce our exclusive partnership with Penguin. They’ve done an incredible job on Moshi to date and we’re excited to see what the future holds with our new IP. Eric Huang will be a fantastic addition to the Mind Candy team and we’re looking forward to working with him.”
18 Licensingworld
Campaign took place in April, when children from a local school took part in a mock protest outside City Hall sitting on JCB ride- ons and waving placards demanding more outdoor play, exercise and fresh air fun. This visual image will be featured at a national and regional level.
Olly the Little White Van bolsters licensing programme
Ideas at Work has strengthened its licensing programme with the launch of its UK publishing and a digital app for children. Talking Olly is the third app to be released
by Ideas at Work and features a talkback facility that allows Olly to repeat whatever you say, along with six icon-based challenges and activities, and an interactive game. Talking Olly is now available on iTunes worldwide. The UK publishing programme launches at
retail and online this month with publishing partner Autumn Books launching its fi rst range of story-books, sticker and activity books, and sticker and colouring books. Henry Becket, founder of Ideas at Work and creator of Olly the Little White Van, commented: “We are excited to be expanding our licensing programme for Olly to include publishing and a brand new app. In addition, the licensing programme is supported by a strong broadcast platform in the UK on Cartoonito, and we will be adding Boomerang to the schedule from late March.”
Galt Toys launches its fi rst Horrible Histories Art Set
The new Awesome Art Set is based on Scholastics’s bestselling Horrible Histories books written by Terry Deary. Suitable for children aged six and above,
the art set contains over 100 pieces, with stencils created by Horrible Histories illustrator Martin Brown. The Art set contains four metallic paints,
fi ve marker pens, six paint pens, shield- shaped watercolour tray, an art pad, 10 postcards, 60 stickers, three stencil sheets and 60 wiggly eyes.
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