Olly Revs Up U.K. Presence

Ideas at Work has announced a major push for Olly the Little White Van in the U.K. that spans consumer products, broadcasting, digital and education.

The series, which is currently in its third season on ITV, will debut on Cartoonito in November, just as ITV begins airing new episodes of season four and a toy line from Corgi expands its retail presence.

That same week will see the release of the series’ first DVD through Abbey Home Media, with a range of books from Autumn Publishing and a radio-controlled Olly truck from Hornby not far behind.

Also in November, Olly’s website will get a revamp, which will include the addition of a new augmented reality app.

Ideas at Work’s Olly initiative in primary schools and playschools will go into its second phase with a range of activities planned to engage teachers, parents in the theme of “have fun helping.”

“This multifaceted U.K. program is being complemented by an increasingly successful global drive,” says Henry Becket, Olly creator and chief enthusiast, Ideas at Work. “We have signed deals to broadcast in over 40 countries already, with many more markets in the pipeline. The great ratings we are enjoying on CITV/ITV, plus the crucial second platform we have secured with Cartoonito, mean that Olly is an ever-stronger preschool property.”