eOne Expands Ben & Holly’s Retail Presence

Entertainment One (eOne) has secured additional consumer products partnerships and a new toy line for its award-winning preschool property Ben & Holly’s Little Kingdom in the U.K.

eOne is teaming with Naturelly to create a line of Ben & Holly’s Little Kingdom Magic Jelly pouches set to launch at retail in the U.K. in August. The Magic Jelly will be aimed at kids aged 12 months and older and will be available in strawberry and blackberry flavors. Naturelly will run exclusive on-pack promotions offering hundreds of Ben & Holly’s Little Kingdom items, including a bicycle, toys, backpacks and DVDs.

The toy category will grow this year as master toy partner Character Options launches new line extensions for fall/winter 2017. The range will include figure and accessory packs, refreshed five-figure packs, a new Royal Limousine and Thistle Castle playsets. Character Options has sold more than 800,000 units across its ranges since their launch. This year will also see the expansion of eOne’s partnership with Jolly Roger for Ben & Holly’s Little Kingdom coin-operated rides. Joining the 200-plus rides that are currently located at top-tier retailers and shopping centers, a brand-new ride design will be available from September, with an additional 150 rides expected to be unveiled across the country.

Katie Rollings, the head of U.K. licensing at Entertainment One, commented, “We’re delighted to be partnering with Naturelly, which is such a natural fit for Ben & Holly’s Little Kingdom. This new partnership, and the upcoming product extensions, demonstrate diversification within the brand that is testament to its enduring popularity and commercial appeal.”