Entertainment One’s Ben and Holly’s Little Kingdom Gathers Momentum in the UK Entertainment One Licensing - November 2014

 

Ben and Holly’s Little Kingdom, Entertainment One Licensing’s (eOne) Emmy and BAFTA award-winning preschool series, created and produced by Astley Baker Davies, is gathering momentum in the UK following the all-new re-launch in Summer 2014. Master toy partner, Character Options, unveiled their brand new Ben and Holly toy line this summer. The range features new packaging based on eOne’s refreshed Ben and Holly branding and includes all the favourite characters as figurines and plush as well as a number of interconnecting playgrounds. Hero product, the Ben and Holly Castle Playset is expected to be a Christmas top-seller. Sales of the new Ben and Holly toy line have exceeded expectations and the positive consumer response, which has built rapidly since the range launched just three months ago, is expected to lead to increased retail distribution and listings in 2015.

The toy launch was supported by a heavyweight TV advertising campaign as well as retailer promotional activity and was also enhanced by a new programming schedule from Channel 5 which saw Ben and Holly move into the prime 8am weekday slot on Milkshake! New episodes launched on the channel over the recent October half-term break. Ben and Holly’s Little Kingdom also continues to air on Nick Jr where it ranks as second most broadcast show to eOne’s Peppa Pig. The broadcaster aired episodes all day everyday throughout September and ran a week long Ben and Holly stunt every day from across October half-term.

Fresh marketing initiatives to support the brand in 2015 include continued stunts and promotions on both Nick Jr and Milkshake throughout the year. Fans can also expect to see an enhanced digital presence including the brand new website www.benandhollyslittlekingdom.com as well as a new app and downloads, themed experiential activity with key partners, shopping centres and festivals. A new charity partnership with ‘I Can’ will include a Ben and Holly branded Chatterbox Challenge in March 2015.

Ben and Holly’s Little Kingdom stage show will begin touring from March 2015. Pre-order ticket sales have increased by 47% in comparison to the 2012 tour.

Publishing and DVD categories have already been established and further book titles, magazine and DVD releases are planned for 2015.

A second wave toy launch includes games, puzzles, electronic learning aids, role play and apparel/accessories which will roll-out from AW15. Licensees can look forward to accessing more brand new assets which will be delivered throughout the year.

Commenting on Ben and Holly’s UK success, Hannah Mungo, Head of UK Licensing, said: ">We are incredibly pleased with the strength of the rebrand for Ben and Holly and the fantastic new toy range from Character Options which has been a resounding success both at retail and with consumers. We’re excited to be rolling out secondary categories in the new branding next year to build on the success of the toy range and will be working very closely with retailers on activity.”