Character Options has been named new UK toy licensee for the HIT Entertainment brand Bob the Builder. The appointment reflects the work the UK licensee has done with another Hit property, Fireman Sam. Character Options' new line of Bob the Builder toys will launch for autumn-winter 2011.
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 License! Global, "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.