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BBC Studios expands Hey Duggee toy range

MV Sports has signed for wheeled toys and HTI is ready to launch role-play toys for preschool property.

BBC Studios has struck a deal with MV Sports to produce a range of Hey Duggee branded scooters, ride-ons and bikes.

The first wave of product will launch at retail this autumn.

In addition, existing Hey Duggee toy partner HTI will launch a new role-play range in 2022. Both deals mark a growing range of toy licensees for Hey Duggee.

HTI was brought on board earlier this year to create a range of licensed Hey Duggee outdoor toys including The Bubble Flurry, Bubble Bucket and Patio Chairs. Other Hey Duggee categories due to launch later this year courtesy of HTI include character shaped cases, which include a medical set and stampers of key character and a range of musical instruments.

HTI will continue to invest in its Hey Duggee role-play toy range, with more tooled products set to launch in 2022 and beyond.

“I am thrilled to have MV Sports and HTI on board,” commented Julie Kekwick, senior licensing manager at BBC Studios. “Their products reflect Hey Duggee’s core brand essence of encouraging imaginative play and fun outdoor adventure and I’m in no doubt fans will love them. The ever increasing popularity of the show is reflected in sales of licensed consumer products.

“NPD recently reported Hey Duggee toy sales doubling year on year in the first three months of 2021. This success can be attributed to our master toy partner Golden Bear seeing UK trade sales grow by 97% in 2020 and an order book showing an increase of 70% so far in 2021.”

Phil Ratcliff, joint md at MV Sports, added: “Loved by both parents and children alike, Hey Duggee has the perfect awareness profile for strong and sustained wheeled and outdoor toy sales.”

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