Brand new toy range and product lines unveiled at Brand Licensing Europe

Leading family entertainment producer and distributor Chorion is delivering a major merchandising refresh for its evergreen brand Noddy in Autumn 2011 following the huge success of its top-rated TV series Noddy in Toyland. The rollout of merchandise will include a new toy line and introductions in apparel, accessories and publishing. Noddy in Toyland is a hit show in over 100 markets worldwide and is currently a top 3 show on Five’s Milkshake in the UK. The success on the small screen has paved the way for an all-new toy and consumer product launch in the UK, Spain, Portugal and France. Also, a major consumer research study in the UK, France and Portugal revealed Noddy’s popularity among mums and kids alike. Mums actively seek out Noddy as a constant friend for their children while kids are drawn to the new storytelling and play patterns tied to the strong friendship theme. Debuting at Brand Licensing Europe will be the brand new Noddy in Toyland toy line for Autumn 2011 along with fresh new packaging, reflecting the colourful look of Noddy’s world. The new toy line includes a wide variety of products bringing Toyland to life like never before. Kids will be able to re-create Toyland at home or on-the go, with new interconnecting play mats with vehicles in large and mini sizes and articulated figure sets with accessories. New themed feature plush will also be available.

Noddy Takes to the Air, the tentpole theme for Autumn 2011 introduces the Airport playset which includes a plane, helicopter and control tower and features lights and sounds. Also for launch in Autumn 2011, will be the 4x4 Fix It & Go truck featuring fixable wheels and grill, push & go play features, lights and sounds, making the play experience twice as much fun. Both products will be supported by TV advertising. Noddy consumer products are targeted at boys and girls aged 1-4 years.

New product introductions will be supported by a themed, integrated marketing campaign around Noddy Takes to the Air. The campaign will cover all consumer touch points of the brand and will include themed on-air promotions and competitions as well as on-air appearances of the key characters. There will also be themed website updates in all territories as well as online blogs in the UK.

Noddy continues to be a market leader in Europe, a top-selling brand with awareness amongst mums in lead markets at nearly 100%. Over 250 million books have sold to date and over 4 million DVDs. Noddy’s live show has already sold more than 1 million tickets and there are currently over 200 licensees and 1,000 individual products in the marketplace.

Bettina Koeckler, SVP Licensing, EMEA at Chorion says: “The ongoing success of Noddy on TV and as a licensing and merchandising brand demonstrates the consumer demand for this classic preschool brand. The new TV show has proven to be so successful and we are thrilled to introduce the Noddy in Toyland brand across new packaging and product lines to reflect the fresh new look of the series.”