Sarah & Duck marks 10 years with new agency and key partnerships

Preschool animation, Sarah & Duck is celebrating 10 years with a new agency and the launch of a consumer products programme that promises “that little bit of extra creativity”.

The brand – created by Karrot Entertainment – has appointed This is Iris to drive the licensing programme.

A new licence has been signed with CBeebies for Sarah & Duck to remain on screen up to 2028. Meanwhile, a global distribution deal is currently being finalised by BBC Studios, which includes a new partnership with Amazon Prime for the Indian market.

The brand is looking to the future with a new deal for China through UYoung and additional UK partnerships have been established with Twinkl for Sarah & Duck-themed learning resources, and with the charity Farms for City Children, which offers disadvantaged kids countryside breaks on working farms.

In addition, MEI Theatrical’s puppet show – Sarah & Duck’s Big Top Birthday – is touring UK theatres, while cinema chain Picturehouse has been running episodes as part of its Toddler Time programme.

“What is magical about the brand is that the original generation still loves it,” commented Sarah Lawrence, md at This is Iris. “Preschoolers are discovering the brand through iPlayer and CBeebies, but slightly older kids are still engaging too. We haven’t lost a generation, we’ve just gained a new one behind it.”

You can read more about the plans for Sarah & Duck in the upcoming autumn edition of Licensing Source Book.

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