“Noddy is a brand with a wonderful heritage and we are pleased that we have found a good home for it with Classic Media,” says Mary Durkan, managing director, Chorion.

“This is a wonderful addition to our collection of family entertainment,” says Eric Ellenbogen, co-chief executive officer, Classic Media. “For more than 60 years, Noddy has helped bring the magic of toys to life and we’re going to keep passing that along to fans and new generations.”

Blyton first created Noddy in 1949 with the book, Noddy Goes to Toyland. Noddy debuted on television and the London stage in 1954. In 1963, Noddy entered France, where the property is known as Oui-Oui. Since, the property has spread to more than 100 countries.

A significant number of Chorion’s assets have now been sold. Chorion’s shareholding in Agatha Christie Limited was sold to Acorn Media last week. The only properties left to sell are the Enid Blyton estate (which is wholly owned by Chorion), Olivia, Gaspard & Lisa and Max & Ruby.