Fred Rogers Productions Names Master Toy Licensee for Donkey Hodie

Jada Toys has been appointed master toy licensee for Fred Rogers Productions’ hit puppet series Donkey Hodie.

The agreement covers the U.S., Canada, Europe, the Middle East, Africa, Australia and New Zealand. Donkey Hodie’s toy range is set to arrive at retail in spring 2023 and will include figures, plush, playsets, vehicles, dolls, electronic learning aids and music toys.

Donkey Hodie debuted in May 2021 and generated the most streams for any PBS KIDS series launch in the past five years. It follows the adventures of Donkey Hodie and her friends Purple Panda, Duck Duck and Bob Dog.

The agreement with Jada Toys was facilitated by Licensing Street, Donkey Hodie’s licensing agent.

“We are thrilled to work with Jada Toys and Licensing Street to extend the Donkey Hodie experience far beyond the screen,” said Matt Shiels, VP of business and legal affairs at Fred Rogers Productions. “Licensing Street’s expertise combined with Jada’s track record of success in the U.S. and international markets present an exciting opportunity for this special brand inspired by Mister Rogers’ Neighborhood.”

“We are honored to be part of the Fred Rogers legacy and thrilled to base our toys on this charming new property that introduces children to the wonderful and valuable themes of resilience and optimism through catchy songs, meaningful dialogue and outstanding puppetry,” said Amy Austin, VP of licensing and marketing at Jada Toys.

JJ Ahearn, managing director of Licensing Street, added: “Donkey Hodie is a standout series, and we’re pleased to partner with Fred Rogers Productions to help grow the brand in creative ways. We’re delighted to be working with Jada Toys to bring Donkey Hodie and her pals to life for preschoolers and look forward to introducing the toys and announcing additional new partners soon.”