BBC Worldwide Plans a Year-Long Party for "Tweenies"BBC Worldwide Plans a Year-Long Party for "Tweenies"

BBC Worldwide is celebrating the “Tweenies” 10th anniversary in 2009 with a program of licensing, music, live events, Web and DVD campaigns under a year-long party theme.

Activity will include work across BBC Worldwide divisions including party specials in the Tweenies magazine, party-themed DVDs, new product lines, new formats and a 45-venue theater tour around the U.K. A dedicated Web site will provide a resource to help create the perfect party. The site will include games, themes, songs and tips for hosting parties through the year.

The “Tweenies” launched on TV in September 1999. To date, “Tweenies” have amassed over £480 million ($86 million) in licensing worldwide, sold to 65 countries, sold 21 million magazine issues, 3.5 million DVDs and over 1.4 million live events tickets including sell-out shows in Australia and in the U.K. in 2007.

The “Tweenies” party year will be supported with a cross-platform marketing campaign. Creative agency Oakwood Media Group has been appointed to create the new Web site. Frank PR will develop a high-profile PR campaign to drive national and regional media coverage.

“The ‘Tweenie’s’ have those unique qualities which cross generations of young children and next year is all about cementing their position as a classic brand for preschoolers and building a platform for our licensing partners,” says Neil Ross Russell, managing director of children’s. “We would love to hear from licensees and retailers to discuss the opportunities the 10th anniversary celebrations will provide for 2009 and beyond.”