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New partnerships revealed for eOne’s Ben & Holly

New toy line due for autumn/winter, plus food partnership secured with Naturelly.

eOne is looking to expand the retail presence of preschool brand Ben & Holly’s Little Kingdom – with a new extensions planned across toys and food.

The company is partnering with Naturelly to create a new line of Ben & Holly’s Little Kingdom ‘Magic Jelly’ pouches, launching at UK retail in August. Jelly is a recurring theme in the show and one of the main characters, Nanny Plum, often creates a ‘Jelly Flood’ with a magic spell.

The Magic Jelly will be available in two flavours.

To support the launch, Naturelly will run exclusive on-pack promotions offering hundreds of Ben & Holly’s Little Kingdom goodies including a bicycle, toys, backpacks and DVDs.

The toy category is also gearing up for expansion with master toy partner, Character Options, planning new line extensions for launch in autumn/winter.

The new range will include figure and accessory packs, refreshed five figure packs, new Royal Limousine and new Thistle Castle play-sets. Character Options is continuing to proactively support its Ben & Holly’s Little Kingdom range this year with significant TV advertising and a new advert for September showcasing the Thistle Castle and Royal Limousine play-sets.

Since launch, Character has enjoyed strong retail sales for the property and has sold over 800,000 units across its ranges.

In addition, eOne will also be growing its partnership with Jolly Roger for Ben & Holly’s Little Kingdom coin-operated rides. Joining the 200+ rides that are currently located at top-tier retailers and shopping centres, a brand-new ride design will be available from September with an additional 150 new rides expected to be unveiled across the country.

The Ben & Holly’s Little Kingdom stage show is also continuing to attract audiences across the UK. Over 80,000 tickets have been sold covering 49 venues across the UK and Ireland. The tour concludes on July 23.

Katie Rollings, head of UK licensing at eOne commented: “We’re delighted to be partnering with Naturelly which is such a natural fit for Ben & Holly’s Little Kingdom.

“This new partnership, and the upcoming product extensions, demonstrate diversification within the brand that is testament to the its enduring popularity and commercial appeal.”

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