Preschool series gets expanded toy line and new food deal with Naturelly.

EUROPE- Entertainment One has unveiled a series of new partnerships and a fresh toy line for its award-winning preschool property “Ben & Holly’s Little Kingdom” that will expand its presence at retail in the U.K.

Naturelly will create a line of “Ben & Holly’s Little Kingdom” Magic Jelly pouches that will launch at U.K. retail in August. Jelly is a recurring theme in the show, and one of the main characters, Nanny Plum, often creates a ‘Jelly Flood’ with a magic spell. “Ben & Holly’s Little Kingdom” Magic Jelly will be available in two flavors–Strawberry and Blackberry–inspired by “The Fruit Harvest” episode. To support the launch, Naturelly will also run on-pack promotions offering hundreds of “Ben & Holly’s Little Kingdom” goodies including a bicycle, toys, backpacks and DVDs.

The toy category is also gearing up for expansion with master toy partner, Character Options, planning new line extensions for launch in fall/winter. The new range will include figure and accessory packs, refreshed five-figure packs, as well as new Royal Limousine and Thistle Castle play sets.

This year will also see the expansion of eOne’s partnership with Jolly Roger for “Ben & Holly’s Little Kingdom” coin-operated rides. Joining the 200-plus rides that are currently located at top-tier retailers and shopping centers, a brand-new ride design will be available beginning in September with an additional 150 new rides expected to be unveiled across the country. 

 “We’re delighted to be partnering with Naturelly, which is such a natural fit for ‘Ben & Holly’s Little Kingdom,’” says Katie Rollings, head, U.K. Licensing, eOne. “This new partnership, and the upcoming product extensions, demonstrate diversification within the brand that is testament to the its enduring popularity and commercial appeal.” 

In other news, the “Ben & Holly’s Little Kingdom” stage show continues to attract audiences across in the U.K. During the show’s 2017 run, which concludes on July 23, more than 80,000 tickets have been sold covering 49 venues across the U.K. and Ireland.