"Bob the Builder" Debuts in China, Products to Roll Out

Bob the Builder products will include storybooks, activity books and a monthly magazine from China Children's Press & Publication Group and toys from Learning Curve. In addition, Promotional Factory China Limited has also signed up as a master licensee.

"I am thrilled that we are able to bring 'Bob the Builder' to a potential audience of millions via CCTV," says Alison Homewood, executive vice president of worldwide TV distribution at HIT Entertainment. "This is a really exciting deal as China is a key market for us, but has previously shown little English-language animation. We hope its young viewers will love Bob with his strong educational messages and 'can do' approach and this breakthrough will lead to even more exciting opportunities for the brand."

HIT first partnered with CCTV in 2009 for the launch of "Thomas & Friends." The broadcaster has