DHX Renews ‘Teletubbies’ Master Toy

GLOBAL- DHX Brands has extended Character Options’ master toy license for “Teletubbies” for an additional three years.

April 6, 2018

Character Options will continue on with the preschool brand through 2020.

The deal, for worldwide manufacturing rights with U.K. distribution, will see Character Options add additional plush and plastic toys to the range. New lines will be inspired by elements from season two, which launched earlier in 2017, such as the Tubby Car. In addition, further Tiddlytubbies toys are being developed following their initial launch this month.

The “Teletubbies” product range first launched in January 2016 and was the No. 1 best-selling new toy property in the U.K. that year, according to NPD. Strong sales are continuing in the U.K. this year with overall sales up 36 percent from 2016.

Character Options introduced “Teletubbies” Weebles earlier this year with more launches planned for the second half of the year, including 20th anniversary Party Plush characters and Tiddlytubbies toys.

"As we continue to grow the overall licensing program for ‘Teletubbies,’ it

is imperative that we build on the strong sales of core categories,” says Tom Roe, Commercial Director, DHX Brands. “Character Options has done a superb job with the toy line, and we are excited about the new product to come that will complement the current broadcast season. We are confident that our continued relationship will see ‘Teletubbies’ toys go from strength to strength at retail.”