BBC Worldwide, Hasbro Renew Deal

LONDON: Hasbro has renewed its deal for the global master toy license for BBC Worldwide’s popular preschool series In the Night Garden.

Announced at the Toy Fair in the U.K., the deal comes as the two companies announced that 4.4 million plush toys based on the show have been sold in the U.K. With the new agreement, Hasbro is extending the product categories for In the Night Garden, which is receiving a refreshed look with the "friendship theme" in the Fall/Winter 2010 season. The friendship theme will be extended across all BBC Worldwide licensed In the Night Garden categories and integrated into style guides, packaging and non-toy licensee product ranges. 

Neil Ross Russell, the managing director of children’s and licensing at BBC Worldwide, said: “The magic that Ragdoll has created with In the Night Garden has delighted a generation of children on screen and our master toy partner Hasbro has re-created that delight off-screen with fantastic quality product. This deal cements our and Hasbro’s commitment to entertain generations of children in the future with In the Night Garden.”