Chorion's Spot Turns 30

Chorion is rolling out a range of activities to mark the 30th anniversary of its preschool character Spot, including celebrations and new product introductions in the U.S., Europe, Australia and Japan.

In the U.S., BBC America released "Where's Spot?" on DVD in April and will continue to release additional titles. New licensing deals have been inked with Andover Fabric, Starry Story Art, Meri Meri and the Zoobies. The Spot Zoobie will be featured on QVC for Christmas in July. Master toy licensee Kids Preferred is expanding its Spot product line to include puzzles, backpacks, bath toys and wooden toys for rollout in 2011.

In the U.K., Abbey Home Media launched a special-edition 30th anniversary DVD in March. The "Spot" TV series began broadcasting on CITV in April 2010 with further episodes scheduled to air in June. Storytelling and in-store events supported the Spot exhibition at Selfridges in London over the May bank holiday weekend. The touring Spot art exhibition will also be featured at the Chelsea Library in London, Foyles book store and regional museums during 2010. An exclusive birthday party is planned for Aug. 5 in London for parents and children. Master toy licensee Rainbow Designs will introduce an expanded range of products including puzzles and wooden toys for 2011.

Additional book titles for Spot from Warne include a 30th anniversary special edition of the iconic "Where's Spot?" gift title, "Spot's Birthday Balloon" and "Spot's Little Library." New publishing formats, including touch-and-feel books, book-and-plush set and an 18-button sound book are planned for the holiday season.

In Australia, Spot appeared in several high-profile events in March and April, including Gardening Australia Expo in Adelaide and Brisbane with further appearances scheduled for the same expo in Sydney from Aug. 22 to 24 and Melbourne from Oct. 1 to 3. The events will include costume appearances, craft activities and retail opportunities.  

Spot plush, through Australian master toy licensee, Jasnor Pty. launched in Japan this year and new licensing partner Skillman will be creating personalized product. Spot public reading events and retail fairs were held from March through May at Kinokuniya bookstore outlets throughout Japan to celebrate Spot's 30th anniversary.  Further events are planned from this June.

Spot first appeared in Eric Hill's award-winning original lift-the-flap book "Where's Spot?" in 1980 and has gone on to become an international publishing, animation and licensing property. To date, Spot has sold more than 50 million books and has a global licensing program that includes toys, apparel, gifts and DVD.