New Brand Extensions Set for Top Gear

LONDON, October 2: BBC
Worldwide has signed up Wow! Stuff as the master toy licensee for the hit
British motoring series Top Gear,
with the first product line due to hit retailers in fall 2009.

Wow! Stuff will develop a
range that includes remote-control vehicles, novelty gifts, desk-top toys and a
doll of the show’s masked test driver, known as The Stig.

Neil Ross Russell, the
managing director for children’s and licensing at BBC Worldwide, said: “We’re
excited about this new deal not least because of the fantastic job we know Wow!
Stuff is going to do but also because we know the interest from retailers and
other licensees is already phenomenal. Last week we announced a number of
changes to our business which reflect the importance of brands like Top Gear, Planet Earth, Doctor Who and other
great BBC Worldwide non-children's brands. This deal is a real testament to our
commitment to licensing adult brands as well as the great children's properties
for which we are better known.”

Richard North, the
managing director of Wow! Stuff, added: “We are truly thrilled to have secured
the Top Gear brand. We have
felt for some time that the personality of the brand fits perfectly with our
own ethos. Without doubt we have high hopes for the Top Gear toy and gift range in 2009, and we have committed
a significant amount to TV, FSDU and other promotional activity to ensure it
delivers.”

BBC Worldwide also
confirmed new deals with Peter Black to produce a toy and game range for Marks
& Spencer that will hit stores this month. Other new licensees include
Kinnerton Confectionary for seasonal confectionary products, Creative Cake
Company to produce celebration cakes for January 2009 and DNC, who will create
children’s lunch bags and water bottles.

—By Kristin
Brzoznowski