First Licensee On Board for Wibbly Pig

LONDON: BBC Worldwide has signed up Brecrest as the first official licensee for the preschool property Wibbly Pig, set to develop a line of apparel.

Brecrest’s apparel range, aimed at kids aged up to 3, will include daywear, nightwear, bodysuits and accessories. The line will initially launch through Sainsbury’s TU label for fall/winter 2010. Other U.K. retailers will join in for spring/summer 2011. Brecrest already holds a license to produce children’s apparel for BBC Worldwide’s In the Night Garden.

Richard Hollis, the head of U.K. licensing for BBC Worldwide, said: “This is an exciting opportunity for the brand: Wibbly Pig has established itself as a firm favorite in the preschool arena and we’re confident that this partnership with Brecrest will meet and exceed the high expectations of retailers and consumers alike. The style of the show lends itself wonderfully to licensing, and we’re currently exploring other categories for the brand.”