More Global Licensees Board Bob the Builder


EL SEGUNDO: Mattel has secured additional licensees for Bob the Builder in the U.S., Europe and beyond, including Smoby for basic role-play items in Germany and the U.K.

In addition to Smoby, partners have come on board the preschool brand for apparel, publishing and stationery, among other categories. BCI has signed on for sleepwear and apparel in the U.K., while Santex will put out a line of t-shirts, sleepwear, headwear, rainwear, outerwear, underwear, socks/hosiery and swimwear in Germany. Other new licensees include Amscan for party and celebrations in the U.S., Procos for party in the EMEA region, Rubie’s for costumes in the U.S., Happy Threads for t-shirts and sets in the U.S., and Jumbo for puzzles and games in the U.K.

Additionally, Ravensburger will make puzzles and games for Germany, France, Italy, Iberia, Benelux and Israel. Egmont is the new partner for magazines in the U.K., while Parragon is on board for book publishing in the U.S. and the U.K., and Little Brown is a U.S. book-publishing partner. Gemma International Greetings has joined the list of licensees for stationery and social expressions in the U.K.

A brand-new toy line from Fisher-Price will roll out in stores in the U.S., with Toys“R”Us premiering a first-to-market program from July 1 with the U.K., and other territories following this summer. The line features Bob’s digger, R/C Super Scoop and the Mash & Mold Construction Site.

Bob the Builder relaunched in fall 2015 with CG animation, brand-new locations and a new look for Bob. The updated Bob the Builder series broadcasts in more than 16 markets.

Kate Schlomann, the VP of global brand marketing for Fisher-Price, said, “The new show has appealed to fans globally and there is an appetite to interact with Bob the Builder well beyond the broadcast, which is part of our franchise plan. Through a multifaceted merchandising program rolling out this year, little ones will have the opportunity to enjoy Bob and all the members of his team anytime, anywhere.”

Bernard Russac, the marketing director at Smoby, added, “We firmly believe in the success and reach of the brand and we’re excited to be delivering an innovative and extensive lineup of Bob the Builder role-play toys for all of EMEA this fall, which will enable young builders to harness the spirit of Bob and his team.”