3Line Media and twofour54 Abu Dhabi have appointed two new licensing agencies for their preschool property Driver Dan’s Story Train–Rocket Licensing in the U.K. and Licensing Street in the U.S.The two agencies will work to add to existing partnerships, which include Golden Bear as the master toy licensee, the Macmillan Campbell Books imprint for a range of books and Universal as the DVD partner in the U.K. market where two DVDs have already been launched at retail.
In the U.K., “Driver Dan’s Story Train” aired on CBeebies in 2010. Rocket Licensing plans to boost brand awareness with promotional programs, including special events, live appearances, an enhanced online presence and magazine articles.
In the U.S., the show aired on Sprout in 2010. Licensing Street plans to introduce Driver Dan and his friends to potential new U.S. licensees this June.
“‘Driver Dan’s Story Train’ has successfully brought together state-of-the-art design and animation techniques with the age-old love of stories to produce a series that brilliantly combines memorable characters, fun and learning,” says Rob Wijeratna, joint managing director, Rocket Licensing. “With its second U.K. [season] still enjoying high ratings on CBeebies, we are delighted to be involved with a title that has a strong following and an even stronger long-term potential.”