BBC Worldwide Sends "In The Night Garden" to China

BBC Worldwide has signed its first broadcast and licensing deals in China for "In The Night Garden."

BBCW has sold broadcast right to Ragdoll's preschool series to Chinese Central Television (CCTV). All 100 episodes of the BAFTA award-winning program have been sold in a rare deal to broadcast a western preschool property to some 300 million children in China. The series will launch on CCTV in the second half of 2009.

UYoung has been appointed as licensing agent for In the Night Garden responsible for developing a comprehensive licensing program. Product is set to launch in China later this year.

The deal cements BBC children's brands in China following the launch of Teletubbies in 2000, when it was the first live-action western preschool property to air on CCTV. A licensing program, including two Teletubbies Play and Development Centers, continues to operate. Tiger Aspect's "Charlie and Lola" has also seen success on CCTV with the first two seasons broadcasting from 2008, followed by DVD and merchandise.

"The success of 'In the Night Garden' in the U.K. is well-documented and we're now seeing that success being replicated across the world," says Neil Ross Russell, managing director at BBC Worldwide for children and licensing. "This deal is another example of the fact that great preschool programming can cut through cultural differences—kids all over the world are gripped by the adventures of Igglepiggle, Upsy Daisy, Makka Pakka and their friends. We look forward to welcoming Chinese children into that global family and hope that we can provide as many different ways for them to enjoy the brand as exist here in the U.K."

In just over a year since launch, In the Night Garden ended 2008 as the second biggest license in the U.K., generating £33.1 million ($47.9 million) in licensed toy sales, according to BBCW. The property has sold over 750,000 DVDs, over a million books and been sold to over 30 countries worldwide.

BBC Worldwide (Booth #2811) is exhibiting at this year's Licensing International Expo to be held June 2-4 in Las Vegas at the Mandalay Bay Hotel and Resort.

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