The Hive is buzzing!
Mookie Toys takes key master toy role for pre-school animation hit
Space Enterprises, licensing agent for top pre-school property The
Hive, has announced that Mookie Toys has been appointed as master toy
licensee across several major territories.
The Hive is a new CGI series from The Hive Enterprises Ltd, produced by
Monumental Productions, Lupus Films and DQ Entertainment, and comprises
26 x commercial half hour (78 seven-minute) episodes, which follow the
fortunes of the happy, friendly and extremely cute Bee family, who live
together in Honeybee Hive. Storylines explore the themes of family,
working together to solve problems, being part of a diverse community,
and caring for the environment.
The show has proved a huge ratings success on ITV in the UK and globally
on Disney Junior. The Walt Disney Company EMEA has picked up the show
in over 150 countries and in the last three months The Hive has been the
best performing acquisition on Disney Junior – reaching 3m viewers aged
4 and over – after it started airing in a number of territories, with
Poland, Hungary, Romania and South Africa performing very strongly.
The latest BARB figures (w/e: 20th Nov) had the show at #1 and #2 in the
Top Ten on the channel. The Hive is also enjoying huge popularity in
Australia - broadcaster ABC is reporting impressive ratings and Magma
DVD had to delay the Australian home entertainment release until this
month due to the increased demand for stock.
Mookie Toys already has a stake in The Hive licensing programme through a
plush license and the new master toy agreement will see the company
producing a variety of toys for UK/Eire, Australia/NZ, and South Africa.
This adds to an impressive list of licensees that includes Jupiter Toys
for wooden toys and furniture, EMI Publishing, Moonpig, Blues Clothing,
and Aykroyds TDP. A major retail launch is set for Spring/Summer 2012
that will incorporate an initial DVD release through ITV DVD.
Mark Hurry, Director of Licensing at Space, comments: "We are delighted
to be extending our relationship with Mookie Toys - one of our key
commercial partners for The Hive. Mookie are already aware of the
strength and popularity of The Hive through the existing plush deal and
this new agreement represents an appreciation of the brand’s huge global
popularity and ongoing licensing potential.”
Social Links