bRAND-WARD Services and Farmyard Stories have appointed WildBrain CPLG to act as the licensing and merchandising agent in the Nordic territories for the preschool property, Little Grey Fergie.
The agency will develop the licensing programme across Norway, Sweden, Denmark and Finland for the property, created by Morten Myklebust and produced by Anne Thovsen.
The live action series for preschoolers tells the story of a Ferguson TE20 tractor which is not only alive, but also secretly set on helping on the farm where he lives.
It has been a domestic success since its first airing on leading local broadcaster NRK in 1998, which was followed by the production of a TV series, movies, books, toys, merchandise, stage shows and a theme park. Little Grey Fergie then expanded its audience internationally with a popular YouTube channel.
The brand will celebrate its 25th anniversary in 2023, with the new licensing programme acting as a big step towards familiarising kids beyond Norway with Fergie and its values: honesty, frugality, kindness an playfulness.
“With a strong platform for Little Grey Fergie on YouTube, families around the world want to know more about our tractor and its friends,” commented Anne Thovsen, ceo and producer at Farmyard Stories. “It is, therefore, with great enthusiasm and joy that we enter this collaboration with WildBrain CPLG which will help us extend fans’ experience of the brand.”
Jenny Strehle Ilic, commercial director Nordics at WildBrain CPLG, continued: “Our expertise in bringing character brands to life through consumer products programmes makes Little Grey Fergie an exciting addition to our preschool entertainment portfolio. We see great potential and are looking forward to growing his happy presence among kids and families in the Nordics.”
Jean-Philippe Randisi, co-founder of bRAND-WARD, added: “Kids, their parents and grand-parents need more than ever the simplicity and empathy of Fergie. With its impressive experience and broad international reach, WildBrain CPLG is the perfect partner to take Fergie to consumers across Scandinavia and beyond.”