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HES Appoints Alpha Group for ‘Chugginton’ Toy Deal

Herschend Entertainment Studios (HES) has chosen the Alpha Group as the global master toy partner for children’s series “Chugginton.”

Alpha Group will be responsible for launching a new line of toys based on the series by 2020. The range of products will include toy vehicles, track sets, radio control, plush, games, electronics, smart toys, novelty, and seasonal products HES’s announcement coincides with the news that the series has commenced production on a sixth season.

“’Chuggington’s’ heritage as a beloved animation and strong consumer products brand was reason enough, but Herschend’s passion and vision for the global franchise is what makes this opportunity so exciting,” says Mark Slater-Hyndman, head of U.K. and Ireland, Alpha Group. “At Alpha, we are honored to be able to bring fans into the World of ‘Chuggington’ like never before, through innovations that will surprise and delight.”

Celebrating its 10th anniversary in 2020, “Chuggington” is available on broadcast networks and streaming platforms in over 178 countries across the globe. The brand has generated over $1 billion at retail from licensed products. HES acquired “Chuggington” from Ludorum PLC in December 2018.

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