The new CGI format of the "Bob the Builder" series started airing in April, forming part of Hit's efforts to invigorate the brand, as well as its consumer products. John Owens tells
"It gives the whole programme and brand a new impetus as it evolves into a more energised and dynamic show." Other initiatives in 2011 include the DVD special, "Bob's Dino Dig" (release date April) and a live tour.
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