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Licensing Link Europe strengthens preschool line-up

Agency to grow BabyRiki property in the UK and Ireland after FUN Union deal.

BabyRiki has the potential to become a “significant player” in the preschool space in the UK, according to its new licensing agent in the territory, Licensing Link Europe.

The agency has been appointed by Hong Kong-based brand owner FUN Union to build the awareness of the property in the UK and Ireland.

The series – which is aimed at toddlers and preschoolers – has a musical storyline encouraging children to discover and learn through play. Originally created in Russia, the series has since grown in popularity globally, launching from 2017 in more than ten languages around the world including English, Chinese, Spanish, Portuguese, Hebrew, Romanian, Arabic, Korean and Vietnamese.

To date, BabyRiki has generated over three billion views on digital platforms in Russia and China, where licensing programmes have successfully developed around the brand.

Last month, BabyRiki launched on ITVBe’s new preschool block, littleBe, in the UK. Now, Licensing Link Europe is looking to introduce the characters to potential licensees and retailers at Brand Licensing Europe next week (A20).

“We are thrilled to be working on BabyRiki with FUN Union,” enthused Ian Wickham, director of Licensing Link Europe. “The show is a delight, delivering both imaginative entertainment and an educational element, with highly engaging characters in such a different way.

“The early performance of the show on free-to-air TV here, in the UK, indicates BabyRiki has the potential to become a significant player in the preschool space. This is super exciting.”

Christine Brendle, ceo of FUN Union, added: “This licensing agreement is an exciting next step to accompany BabyRiki’s launch on ITV.

“We are thrilled to be working with Licensing Link Europe as this series is introduced to children in this important market and as we prepare the launch of BabyRiki third season in early 2019.”

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