Master Toy Licensee Named for Harry and Toto

LONDON, December 22: BBC
Worldwide has appointed Martin Yaffe International as master toy licensee for
the preschool series Harry and Toto,
currently airing on CBeebies.

From creator Paul
Shuttleworth of Handle and Spout Productions, Harry and Toto explores the opposite worlds of Harry the hare and
Toto the tortoise. The series, which has already been commissioned for a second
season, puts a modern spin on the classic Aesop fable.

Martin Yaffe International
will introduce plush items and lunchware in 2009, followed by figures, play
sets, vehicles and wheeled toys in 2010. In addition to Martin Yaffe, BBC
Worldwide will be talking to other partners at Toy Fair and Spring Fair 2009
about opportunities for games, stationery, clothing, tableware and other
categories.

Julia Posen, the
commercial director of BBC Worldwide children's and licensing, said: "Harry
and Toto is our major licensing
launch for autumn/winter 2009 and we're delighted to have Martin Yaffe on board
to lead the charge. The program has had a tremendous following on CBeebies
already and with the second series confirmed we're confident that demand for
product will continue to grow."

Ronnie Yaffe, the managing
director of Martin Yaffe International, commented: "I am thrilled to have
been appointed master toy licensee for Harry and Toto; it is the perfect addition to our stable of
much-loved children's character licenses. An introductory product range will be
available in 2009, with a full complement of products hitting the stores by
2010."

—By Kristin
Brzoznowski