3rd & Bird! Signs Up Master Toy Licensee

LONDON, December 1: BBC
Worldwide has appointed Fisher-Price as the master toy licensee for the new
animated preschool series 3rd & Bird!,
which is produced by Little Airplane Productions, the creators of The Wonder Pets!

Fisher-Price's product
line will debut in spring/summer 2010 in the U.K., with the rollout in other
markets, including the U.S., expected to follow. Under the multi-year deal,
Fisher-Price has global rights (excluding Asia) to develop preschool, infant
and toddler toys, including electronic and non-electronic plastic figurines,
toys, vehicles, play-sets and feature and standard plush.

David Allmark, the general
manager for the U.K. for Fisher-Price's parent company, Mattel, commented,
"3rd & Bird! is an
enormously exciting property and we are delighted to be working with BBC
Worldwide again to launch this major preschool brand. This is also a fantastic
opportunity for Fisher-Price to further our relationship with Little
Airplane—their fresh and iconic style of animation provides the perfect
inspiration for developing a memorable and successful toy line."

"We are thrilled to
be working again with Fisher-Price as the master toy licensee for 3rd & Bird!" said Josh
Selig, the president of Little Airplane Productions. "They did such a
wonderful job on The Wonder Pets! and
they share our philosophy of making only the highest quality products for young
children."

—By Kristin
Brzoznowski