eOne Renews Golden Bear Partnership

Entertainment One has renewed its contract with master toy partner Golden Bear for the preschool property Ben and Holly’s Little Kingdom, with new products poised for launch in 2013. 

eOne is debuting a new look for the Ben and Holly’s product range in 2013, featuring a refreshed color palette and logo on product packaging to enhance the brand’s shelf appeal with its core girl audience.

In line with this, a new range of plush and plastic toys focusing on the fairies Holly, Fleur and Violet has been unveiled at Brand Licensing Europe by Golden Bear to complement the existing toy line. The new toys will be available in a variety of formats including key chains, beanies and large plush.

“We’re thrilled to be extending our partnership with Golden Bear on Ben and Holly’s, as their support is key to the licensing program,” says Hannah Mungo, head of U.K. licensing, eOne. “By refreshing the product packaging our aim is to enhance the elements of the show that we know little girls just love to ensure long-term growth for the brand at retail.”

To drive awareness of new products, eOne is working with broadcast partner Channel 5 Milkshake!, charity partner Jeans for Genes, Leaps and Bounds nursery chain and national play program Tumble Tots for marketing initiatives to generate awareness of the brand during the launch period later this year.

eOne has also developed new interactive mini-games called “Magic School Games” that will be hosted on its official online channels and third-party websites targeting preschoolers and parents. The brand is currently gearing up for the debut of its first live stage show in two weeks, which kick-starts an extensive tour of the U.K.