Roary the Racing Car Toy Line Set for the U.S.

NEW YORK: Chapman Entertainment and HIT Entertainment have announced a partnership with Bandai America that will see a full line of Roary the Racing Car toys available in the U.S.

The new toy line will be available exclusively at Toys “R” Us stores starting in fall 2010. This deal marks the first time that Chapman and HIT have teamed up with Bandai America. Bandai America will offer a full line of Roary toy products in multiple categories, including die-cast, push-along and friction cars, remote control vehicles, playsets and more. Three key items—die-cast vehicles, friction cars and the remote-controlled Roary—will be packaged with a special episode of Roary the Racing Car on DVD.

“Roary the Racing Car has all the ingredients that translate into a successful toy program: great stories, strong characters and a classic play pattern,” said Gary Krakower, the senior VP of U.S. licensing and live events at HIT Entertainment. “Chapman Entertainment has created an international sensation with this series, and U.S. consumers have been clamoring for products since the show first launched on Sprout. We are excited to embark on the race to success with our new master toy partner, Bandai and their full line of imaginative, fun Roary toys.”

“Roary the Racing Car has been a successful International brand for years, capturing the hearts of children and adults across the pond,” added Mark Schaffner, the executive VP of toys for Bandai America. “We’re thrilled to partner with Chapman Entertainment and HIT Entertainment to extend the brand’s fan base. Roary represents fresh, heartwarming fun that will certainly inspire today’s preschoolers.”

Andrew Haydon, Chapman Entertainment’s commercial and finance director, commented, “There has been a lot of hard work and a lot of fun getting Roary ready for his big debut in the States. We are very excited to bring these products to market with Bandai and HIT, and we hope that they will race off the shelves in America, as they have done throughout the rest of the world. Roary is now broadcast in 140 countries and has sold in excess of 10 million products since launch.”