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Bob The Builder Coming To U.S. Television and Toy Stores
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 Bob the Builder, the British originated pre-school animation character that's become a runaway success with children all over the world, is now set to become a major toy brand in the US with Hasbro signing up as the master toy and game licensee in the U.S. and Canada. The multi-year deal with HIT Entertainment plc, which was made public in a Stock Exchange announcement this morning will make "a significant contribution" to the company's revenue the company said. The drive to turn Bob into a major toy property was triggered by the announcement late last year that Bob was to have his own twice daily, five days a week show in the US on Nick Jr., Nickelodeon's top rated preschool programming block, in early 2001. The multi-year toy and game licensing agreement gives Hasbro exclusive mass-market rights to a broad range of product including plush, figures, vehicles, playsets, board games, puzzles and electronic novelty products. The uniquely designed, stop-frame model animation series, which has now been sold to 88 countries worldwide, follows the adventures of an ever-friendly builder and his helpful team of building machines. In the UK the series has become an enormous success, consistently averaging an incredible 46% share of the preschool audience in its time slot. In the UK over 300 consumer property licenses have been agreed, with some �20 million worth of Bob merchandise being sold since April including 1,000,000 videos. The videos have remained in the children's top ten every week since they first were launched in April 1999. Hasbro's toy and games lines will be marketed under several of the company's leading brands, including TIGER, PLAYSKOOL, MILTON BRADLEY, PARKER BROTHERS, CAP CANDY and ODDZON, and is scheduled to be available at retail beginning Fall 2001. The line will be supported through strong advertising, marketing, promotional and public relations campaigns. "We are delighted to be working with Hasbro, one of the world's leading developers of children's toy and games brands. Bob the Builder is demonstrating all the characteristics of becoming a classic children's favorite, winning the hearts of both youngsters and their parents. The exposure the series is due to get on Nickelodeon, coupled with Hasbro's marketing expertise convinces us that Bob the Builder will perform extremely well in the North American consumer products market," said Peter Orton, HIT's Chief Executive Officer.  "Bob the Builder is a wonderfully creative property and we are truly thrilled to be a key part of its launch in the U.S. and Canada," said Alan G. Hassenfeld, Hasbro's Chairman and Chief Executive Officer. "The program has so many qualities that children love, from its warm and friendly characters to Bob's 'can-do' problem-solving attitude. We look forward to developing an innovative and engaging product line that will make Bob the Builder a childhood staple well into the future."
Established in 1989, HIT Entertainment PLC is one of the fastest growing children's animation studios and children's rights owning companies in the world. HIT's catalogue of characters include Bob the Builder, Kipper, Angelina Ballerina, Percy the Park Keeper and The Three Friends &...Jerry. HIT Entertainment is a fully integrated studio, that incorporates production, world-wide distribution, UK home entertainment, publishing, licensing and merchandising and HIT Wildlife, the company's natural history arm. HIT currently sells programming to over 120 countries. Hasbro is a worldwide leader in children's and family leisure time entertainment products and services, including the design, manufacture and marketing of games and toys ranging from traditional to high-tech. Both internationally and in the U.S., its PLAYSKOOL, KENNER, TONKA, ODDZON, SUPER SOAKER, MILTON BRADLEY, PARKER BROTHERS, TIGER, HASBRO INTERACTIVE, MICROPROSE, GALOOB and WIZARDS OF THE COAST brands and products provide the highest quality and most recognizable play experiences in the world. [Updated 4/19/2000]
  
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