Master Toy Licensee Appointed for Little Charley Bear

LONDON: Chapman Entertainment has named Vivid Imaginations as the new master toy licensee for the preschool brand Little Charley Bear, commissioned by CBeebies. 

The property features a playful teddy bear who uses his imagination to go on adventures and discover new things about himself and the world around him. The five-year contract will see Vivid developing a range of preschool toys based on the show’s core values to encourage development through discovery, adventure and imagination. The range will include plush, playsets, role play, arts and crafts, puzzles and games for distribution in the U.K., France, Benelux and Germany. The company also has global manufacturing rights, excluding the U.S., with products expected to be on shelves in the U.K. in fall/winter 2011.

Vivid also holds the master toy license for the Chapman preschool properties Fifi and the Flowertots and Roary the Racing Car. 

Val Fry, the director of licensing at chapman entertainment, commented, “We are confident that Vivid will produce a compelling and distinctive toy line for Little Charley Bear, and displaying the same vision and brand development that they have shown for Fifi and Roary. We are very excited to continue our partnership with them!”

Emma Sherski, the marketing and licensing director at Vivid, stated, “We are thrilled to be partnering with Chapman Entertainment again on yet another first-class, creative preschool brand which has all the magic ingredients to translate into a top selling preschool toy line worldwide.”