Licensing Programme for Popular Animated Series Continues to Expand
LONDON, 2nd February 2011: Entertainment One (eOne) is delighted to announce that Aurora World Ltd will be joining the Humf licensing programme as the brand’s first toy partner.
Aurora World will be developing a line of Humf soft toys for launch in the UK from September 2011. The award-winning plush manufacturer, whose portfolio of licensed soft toys also includes The Gruffalo and Moomin, will be producing a range that includes Humf plush key rings, plush beanies, 4 – 28 inch plush toys and plush toys featuring sound chips.
Humf’s commercial success has been growing steadily since the launch of eOne’s first DVD release ‘Humf and the Balloons’ in August. The DVD sold just under 15,000 copies in its first month of sales making it the second largest new pre-school series launch on DVD last year. A second DVD ‘Humf and the Big Boots’ is slated for release on 21st February and a third DVD will be released in the Autumn to tie in with the publishing and soft toy launch.
The brand entered the digital market just before Christmas when the first Humf iPhone app was launched to great success by games publisher P2 Games. Sales to date have been extremely strong and the app is currently positioned at Number 3 in the Kids Paid Games Chart on the App Store.
Another exciting development on the horizon for Humf is the brand’s first range of books from international publishing partner Igloo Books, which is planning to launch four story board books for pre-schoolers in September including one annual, one touch and feel book and one sound book.
Humf now has six licensing partners on board and a new website featuring news, games, activities, clips and character info - www.humf.tv – has just gone live. Art You Grew Up With Limited are producing an exclusive range of framed prints and Humf continues to feature in each issue of Redan Publishing's high circulation pre-school compilation magazines 'Fun To Learn Friends' and 'Fun to Learn Favourites'.
The property is supported by strong programming that is broadcast in numerous slots daily on Nick Jr and Nick Jr. 2 which regularly places the show in its Top 5 rated shows. In 2010 an impressive 4.8 million people tuned into Humf on Nick Jr. and Nick Jr. 2 where the series has been gathering a loyal fanbase of regular viewers.
Entertainment One is now looking to sign further licensing partners across categories such as Greetings, Gifting, Toys, Stationery, Art and Crafts and Apparel to launch from January 2012.
Andrew Carley, Head of Licensing at Entertainment One says: ‘‘We are extremely pleased to be welcoming Aurora World on board as the plush toy partner for Humf and are very excited about the growth of the licensing programme which looks set to flourish in 2011 and 2012. Hannah Mungo, Licensing and Retail Manager, has been instrumental in bringing the Humf licensing programme to fruition. Her hard work and dedication to this much loved property is clearly generating results. ’
Aurora World’s Sales Director Nigel Layton-Hill comments, ‘Aurora is excited to be working with Entertainment One and helping to bring the adorable Humf to life. Sampling is underway and we have been very encouraged by initial responses from many of our retail partners.’
For press enquiries please contact:
Diana Privitera
Email: Diana@licensetopr.co.uk, Tel: 0207 637 4660
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