Vivid is on board as master toy licensee for V&S Entertainment preschool series "Everything's Rosie," which currently airs on CBeebies. The range will launch in July 2011.
The toy line will include plush, interactive and musical toys, push along vehicles, jigsaw puzzles and selected games and collectibles. Products will retail from £4.99 to £29.99 ($7.86 to $47.24).
"The colorful cast, rich storytelling and a truly lovable lead character in Rosie, have already captured a loyal and rapidly growing preschool audience and the licensors have already seen a pent-up demand building for toys as requests from parents flow in daily," says Emma Sherski, Vivid's marketing and licensing director. "By the time we launch the toy line next summer there will be a sizeable ready-made market for products and we anticipate Everything's Rosie establishing itself as a top three girls' preschool line within the first year as some of the competitor licenses continue to decline."