Deals build on the brand’s perennial popularity with families on CBeebies and YouTube
WildBrain CPLG, one of the world’s leading entertainment, sport and brand licensing agencies, has scored a wave of new UK partnerships for the beloved preschool property In the Night Garden.
WildBrain CPLG represents the WildBrain-owned In the Night Garden property for licensing and merchandising worldwide and has secured new UK licensees, including: 8th Wonder for a plush chair and wooden toys; Paul Lamond Games for puzzles and games; Tomy for aquadoodle mats; and Grabo Balloons for foil balloons. Boxine has also signed on for an Iggle Piggle figurine to attach to children’s audio system Toniebox, which provides In the Night Garden audio content, including a narrated story and music.
WildBrain’s premium kids and family AVOD network and studio, WildBrain Spark, also manages In the Night Garden on AVOD platforms including YouTube and YouTube Kids, where it has achieved an average of 15 million monthly views this year. The brand’s channels now have over 635k global subscribers, and episodes are currently available in English, Polish, Arabic, Swedish, Spanish, Norwegian, and Italian. The original In the Night Garden series is also an established fixture in CBeebies’ bedtime schedule, where characters Iggle Piggle, Upsy Daisy, Makka Pakka and their friends are an integral part of the sleep time routines for many families.
Emily French Ullah, Licensing Director Hardlines at WildBrain CPLG, said: “In the Night Garden remains front of mind with preschools and parents alike, as demonstrated by the continued positive response from licensees and retailers, and the strong broadcast and AVOD viewership. We’re delighted to welcome these wonderful new partners to the UK licensee base and look forward to seeing young fans across the UK enjoy this engaging array of new products.”
Michael Riley, Chief Brands Officer for WildBrain, said: “In the Night Garden has an eternal quality that continues to resonate with families worldwide, and these new licensees signed by WildBrain CPLG will provide UK fans with more opportunities to celebrate their love of the brand offscreen. In the Night Garden is a key preschool property for WildBrain, and we are highly focused on driving even more exciting initiatives across our integrated platform of content, distribution and consumer products that are sure to keep parents and young children engaged and entertained for years to come.”