Classic Media has signed a number of other renewals for Postman Pat SDS, including with VMC (accessories and dress up), TV Mania U.K. (apparel), Smiffy's (dress up), Amscan (partyware) and Gemma (greeting cards). Meanwhile, DNC has been signed for the first time to develop and produce melamine and lunch bag lines.
Character Options signed Postman Pat following the commission of the new CBeebies series, "Postman Pat Special Delivery Service," in 2007 and has chosen to extend its partnership with Classic Media after seeing the products' success at retail in its first year on shelf. Postman Pat SDS was the No. 6 license in preschool toys and No. 5 in preschool toys within the grocery channel in March; Character Options' SDS vehicle and accessory set was rated No. 2 licensed toy in the preschool toys category in March (Source NPD: March, 2010). Six new SKUs from Character Options will hit shelves this summer, including the SDS electronic helicopter and the Postman Pat SDS convertible, both of which will be supported heavily with TV advertising.
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