Entertainment One (eOne) is bolstering its broadcasting and licensing efforts surrounding the Ben and Holly’s Little Kingdom preschool brand.

From Astley Baker Davies, the creators of Peppa Pig, Ben and Holly’s Little Kingdom launched on Nick Jr. in April 2009 and terrestrially on Channel Five’s Milkshake in April 2010.  eOne has commissioned a further 52 x 11-minute episodes of the series that will roll out in 2012 and 2013.

On the licensing front,  the brand currently has 34 UK licensees attached to it, with new product launches for this fall including stationery, greetings, role-play toys, electronic learning toys, confectionary, annuals, hair accessories, jewellery, lighting, melamine, lunch ware, bags, umbrella’s, belts, hats, scarves, gloves and footwear.   eOne is actively seeking partners in the areas of publishing, toiletries, furniture, FMCG, gaming, posters, stickers and promotions for launch in 2012.

Product awareness will be driven by eOne’s upcoming marketing program, which includes costume characters appearances at Lollibop and Skyfest family festivals this summer, a dedicated brand website and social media channels (set to launch in Sept 2011), on-air and online activity with Nick Jr planned for October 2011 and advertorials and adverts in Practical Parenting Magazine, which will be published between September and December 2011.

Looking forward into 2012, eOne will be launching celebration cakes, amusement rides and wall décor. In addition there will be on-air competition activity on Milkshake (Channel 5) and a special DVD release entitled The Elf Games to tie in with the Olympics.