BBC Worldwide has named UK-based Rainbow Designs as the master toy license for the preschool brand Wibbly Pig.
Under the deal, Rainbow Designs will produce a range of Wibbly-based gift and play items including plush toys, wooden toys, puzzles, games and eventually homewares. Initial lines are slated for a February 2011 release, and are set to be followed by further launches in summer 2011 and early 2012. Products will be primarily targeted towards preschoolers up to three years old.
Wibbly Pig, based on the books by Mick Inkpen and adapted for TV by Will Brenton’s Wish Films in association with Canada’s 9 Story Entertainment, guides preschool audiences through familiar daily routines.
The deal follows the recent announcement that BBC Worldwide has also signed Brecrest to the brand, a partnership that will provide a range of Wibbly Pig children’s apparel.