Roary builds licensing programme
Chapman Entertainment and HIT Entertainment have agreed a licensing
deal with K’NEX Brands to manufacture and market a full line of
construction toys based on the Roary the Racing Car.
Under the terms of the deal, K’NEX will produce Roary building sets,
including buildable figures and buildable vehicles utilising the
popular and award-winning K’NEX interlocking parts. These sets will be
available at all leading mass retailers in the US and Canada from
autumn 2011.
This follows on the heels of the news that a full line of Roary the
Racing Car toys will be available exclusively at Toys R Us stores in
autumn 2010 from US master toy partner, Bandai America.
“Roary is picking up a lot of momentum in licensing, as the engaging
characters and built-in play pattern lend themselves so well to
pre-school toys,” said Gary Krakower, SVP, Consumer Products and Live
Events, HIT Entertainment. “The show has proven to be a top performer
on broadcast and a favorite section of sproutonline.com and we fully
expect the new line from K’NEX to speed off the shelves.”
Andrew Haydon, commercial and finance director, Chapman Entertainment
adds: “It’s go, go, go with Roary the Racing Car across the
Atlantic. We are very excited about this new partnership with K’NEX,
and we welcome them into the Roary family.”
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