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HIT brings umbrella brand concept to U.K. retail

In an effort to capitalize on its recent corporate rebranding, London, England's HIT Entertainment has launched an umbrella consumer products program called HIT Favourites. The company's redesigned logo that evokes the image of a jack-in-the-box forms the centerpiece of the brand's new look, and packaging on all products will sport no fewer than four HIT characters, including Bob the Builder, Thomas & Friends, Pingu and Rubbadubbers. VP of consumer products and international marketing Katie Rollins adds that individual brand plans won't change, but pairing Bob with Kipper, for example, will give consumer visibility to lesser-known properties, especially at a time when shelf space for non-blockbusters is at a premium.
February 1, 2007

In an effort to capitalize on its recent corporate rebranding, London, England’s HIT Entertainment has launched an umbrella consumer products program called HIT Favourites. The company’s redesigned logo that evokes the image of a jack-in-the-box forms the centerpiece of the brand’s new look, and packaging on all products will sport no fewer than four HIT characters, including Bob the Builder, Thomas & Friends, Pingu and Rubbadubbers. VP of consumer products and international marketing Katie Rollings adds that individual brand plans won’t change, but pairing Bob with Kipper, for example, will give consumer visibility to lesser-known properties, especially at a time when shelf space for non-blockbusters is at a premium.

Several U.K. licensees are already on-board for the focused program that’s primarily targeting mid-tier and specialty retailers. Toyco Character Options will lead the springtime retail charge with puzzles and board games, while Kinnerton Confections is producing sweets for Easter.

Rollings and her team will measure U.K. performance before making plans to roll Favourites out internationally. In the meantime, she’s entertaining pitches from apparel, stationery, party supply and health & beauty licensees to round out the initial offering.

About The Author
Lana Castleman is the Editor & Content Director of Kidscreen and oversees all content for Kidscreen magazine, kidscreen.com and related kidscreen events. lcastleman@brunico.com

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