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Noddy In Toyland Gets Toy Deal

Leading family entertainment producer and distributor Chorion is delivering a major merchandising refresh for its evergreen brand Noddy in Autumn 2011 following the huge success of its top-rated TV series Noddy in Toyland.

Press Release from Chorion

London/New York, 29 September 2010: Leading family entertainment producer and distributor Chorion is delivering a major merchandising refresh for its evergreen brand Noddy in Autumn 2011 following the huge success of its top-rated TV series Noddy in Toyland. The rollout of merchandise will include a new toy line and introductions in apparel, accessories and publishing.

Noddy in Toyland is a hit show in over 100 markets worldwide and is currently a top 3 show on Five’s Milkshake in the UK. The success on the small screen has paved the way for an all-new toy and consumer product launch in the UK, Spain, Portugal and France. Also, a major consumer research study in the UK, France and Portugal revealed Noddy’s popularity among mums and kids alike. Mums actively seek out Noddy as a constant friend for their children while kids are drawn to the new storytelling and play patterns tied to the strong friendship theme.

Debuting at Brand Licensing Europe will be the brand new Noddy in Toyland toy line for Autumn 2011 along with fresh new packaging, reflecting the colourful look of Noddy’s world.  The new toy line includes a wide variety of products bringing Toyland to life like never before. Kids will be able to re-create Toyland at home or on-the go, with new interconnecting play mats with vehicles in large and mini sizes and articulated figure sets with accessories. New themed feature plush will also be available.

Noddy Takes to the Air, the tentpole theme for Autumn 2011 introduces the Airport playset which includes a plane, helicopter and control tower and features lights and sounds. Also for launch in Autumn 2011, will be the 4x4 Fix It & Go truck featuring fixable wheels and grill, push & go play features, lights and sounds, making the play experience twice as much fun. Both products will be supported by TV advertising. Noddy consumer products are targeted at boys and girls aged 1-4 years.

New product introductions will be supported by a themed, integrated marketing campaign around Noddy Takes to the Air. The campaign will cover all consumer touch points of the brand and will include themed on-air promotions and competitions as well as on-air appearances of the key characters. There will also be themed website updates in all territories as well as online blogs in the UK.

Noddy continues to be a market leader in Europe, a top-selling brand with awareness amongst mums in lead markets at nearly 100%.  Over 250 million books have sold to date and over 4 million DVDs. Noddy’s live show has already sold more than 1 million tickets and there are currently over 200 licensees and 1,000 individual products in the marketplace.

Bettina Koeckler, SVP Licensing, EMEA at Chorion says: “The ongoing success of Noddy on TV and as a licensing and merchandising brand demonstrates the consumer demand for this classic preschool brand. The new TV show has proven to be so successful and we are thrilled to introduce the Noddy in Toyland brand across new packaging and product lines to reflect the fresh new look of the series.”

About ChorionChorion is a leading provider of quality family entertainment for the global marketplace. Chorion brings a combination of brand management savvy and creative vision to the development of literary copyrights across all media. Chorion’s portfolio includes classic children’s brands such as Mr. Men and Little Miss, Beatrix Potter, Paddington, Noddy, OLIVIA, and The World of Eric Carle as well as art and lifestyle brands. Chorion also owns and manages the literary works of Agatha Christie, Raymond Chandler and Georges Simenon, among others. Chorion’s animated television productions include OLIVIA, The Mr. Men Show, Famous Five: On the Case and Noddy and Noddy in Toyland. New productions for 2010 include The Octonauts and Gaspard and Lisa. Chorion has offices in London, New York and Sydney. For more information, please visit

Noddy Celebrated author Enid Blyton’s most popular creation, Noddy first appeared in 1949 in the classic book Noddy Goes to Toyland. Since then, the little wooden boy with the jingly blue hat has appeared in countless adaptations for the screen and stage, met the Queen of England, sold more than 250 million books, and touched the lives of millions upon millions of preschoolers from all over the world. Today, the brand boasts annual retail sales of over £50 million, driven by 200+ licensees offering more than 1,000 individual products in over 100 countries. Noddy’s popularity with preschoolers has also created a top-rated TV show, award-winning website and sell-out live shows.

In celebration of the brand’s 60th Anniversary in 2009, Noddy In Toyland was launched, a brand-new 52 x 11 minute animated CGI series created by Academy Award nominated Brown Bag Films. The breathtaking show reveals Blyton’s Toyland in all its expansive splendour – complete with come-to-life toys, racetrack, mermaid’s cottage, and deep dark woods. Both entertaining and nurturing, Noddy occupies a unique place in the hearts of children all around the world. As Noddy plays and learns, so too does his audience of viewers and readers – just as Blyton intended.

For more information about Noddy, visit

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