State of the Nation

The preschool sector has enjoyed a summer of product launches, fresh collaborations at retail for some classic characters, new master toy announcements and new series hitting screens. LSB rounds up some of the activity.

Child’s play

Fizz teams with Magic Light on Primark Gruffalo range

Fizz Creations has partnered with Magic Light Pictures to bring The Gruffalo to life with an exclusive baby range for select Primark stores. The collection will feature wooden toys, keepsake stationery and feeding items.

Last year, Fizz Creations established a partnership with Magic Light to deliver a Primark baby collection and will be extending the product line-up to include lighting, games and activities across wider distribution channels.

“Fizz have worked across multiple categories to bring an extensive collection of Gruffalo lines to market and I’m excited to see them on shelf in Primark,” commented Alex Sanson, senior brand manager at Magic Light.

Scott Bundy-Higgs, senior national account

manager at Fizz Creations, said: “The Gruffalo is such a strong brand and the vibrant colours really make the collection stand out.”

Inset: The collection includes wooden toys, keepsake stationery and feeding items. Below: Sweet Cherry’s Maya Maraj, head of licensing and commercial at Sweet Cherry, and publisher, Sanjee de Silva.

Sweet Cherry builds with Numberblocks

Independent children’s book publisher, Sweet Cherry is releasing more than ten new lines in its licensed range of Numberblocks and Alphablocks books later this year.

The new books – aimed at 3-6 year-olds – feature lift-the-flap books and four wipe-clean books, plus a second edition of the Numberblocks Christmas sticker activity book. September will also see the release of the latest Numberblocks Annual for 2023, marking the fourth edition of Sweet Cherry’s bestseller.

“It’s amazing to be part of such a fast growing kids’ brand that champions learning being fun,” commented

Maya Maraj, head of licensing and commercial at Sweet

Cherry. “We love working with the brands’ fantastic creator, Joe Elliot, and the team at Alphablocks Ltd and Larkshead Licensing. We are excited to share our new publishing with the dedicated fanbase who really connect with the brands’ values and our own.”

Lindsey Chester, senior licensing and retail manager

at Larkshead Licensing, continued: “I can’t wait to see these brilliant new books in the marketplace that I know will engage and delight little learners.”

Hey Duggee returns for a fourth series

Multi award-winning hit animation Hey Duggee began its new series on CBeebies and BBC iPlayer on 5 September.

Five special episodes released daily on CBeebies revealed what happened when each Squirrel visited Duggee for the very first time, as children in England and Wales prepared for their first days at school.

The First Day Badge episodes are included in 20 new episodes released on CBeebies and BBC iPlayer from the fourth series.

Hey Duggee is also heading out on tour for the first time with Hey Duggee The Live Theatre Show visiting 24 venues around the UK beginning in December.

Paramount partners with Vital Life

Paramount’s UK consumer products division has partnered with Vital Life on a new range of fruit juice drinks and flavoured waters inspired by PAW Patrol. The new line features a selection of vegetarian and Above: All ingredients and vegan-approved kids’ packaging for the new drinks are beverages including two sourced locally wherever possible. fruit juice flavoured drinks (Apple & Blackcurrant and Orange) and two flavoured water offerings (Strawberry and Orange).

All ingredients and packaging for the PAW Patrol drinks are sourced locally wherever possible. The range comes in 330ml bottles that are 100% recyclable and made from recycled material. The bottles also feature a tethered sports cap to help prevent spillage.

Venetia Davie, vp consumer products, UK &

Ireland at Paramount, commented: “PAW Patrol is a beloved brand among children and parents and this exciting new collaboration will provide kids with a healthier alternative to sugar-laden drinks, while also building brand momentum as we approach the pups’ 10th anniversary and sequel movie in 2023.”

Playpress Toys expands Magic Light partnership

UK manufacturer, Playpress Toys is expanding on its blossoming licensing journey by extending its successful partnership with Magic Light Pictures.

The company’s award winning, eco friendly playsets which are aimed at ages 4 and above, span numerous themes – Space Stations, Farmyards and the Savannah jungle, while The Gruffalo is part of a strong portfolio of character licences including Room on the Broom, Zog, Shaun The Sheep and the RNLI to name a few.

“Our play-sets are designed to give hours of fun and to give children the opportunity to play creatively, while also helping them develop key motor and cognitive reasoning skills. We are delighted to renew our partnership with Magic Light Pictures for The Gruffalo,” commented

Melvin Wright, commercial director at Playpress

Toys. “Our play-sets are also eco friendly, the materials are sustainably sourced and 100% recyclable and biodegradable.”

Flair GP on board for Rainbow’s Pinocchio and friends

Rainbow has secured a master toy licensing deal, in the UK and Eire, with Flair GP for Iginio Straffi’s reimagined animated TV series of the children’s classic, Pinocchio and friends.

The series – which launched on CBeebies earlier this year – has got off to a strong start, with early indications showing that its audience is growing week on week.

Flair GP will concentrate on a roll-out strategy that incorporates mini figures, dolls, play-sets and plush toys, bringing the series to life for fans from 2023.

Above: The company’s eco friendly play-sets span numerous themes and licences.

Signature Publishing adds Gabby’s Dollhouse

Signature Publishing has launched a new title based on DreamWorks Animation’s Gabby’s Dollhouse.

The Netflix show and Spin Master toy brand follows Gabby and her best pal, Pandy Paws, as they shrink down and join their kitty friends in Gabby’s magical dollhouse.

The new magazine – the latest in Signature Publishing’s Adventures With series – supports early years learning through stories, puzzles, colouring, crafts and cooking, plus a number of interactive activities.

Each issue will also come with a baking play-set designed to interact with the magazine, encouraging learning through play.

“DreamWorks Animation’s Gabby’s Dollhouse is the most exciting new preschool property around, so we are absolutely thrilled to be publishing an Adventures With Gabby’s Dollhouse magazine,” said Amanda Clifford, editorial director at Signature Publishing. “Shrinking down to play in your very own dollhouse has to be every child’s dream and we’ve loved creating a magazine that captures all the magic, fun, adventure and kitty appeal of the top-streaming Netflix TV programme.”