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Stick Man to be Christmas Day TV highlight

Magic Light secures coveted 4.45pm BBC1 slot; licensing activity also off to a strong start.

Magic Light Pictures will be looking to further build on the strong start for its Stick Man property in the New Year – with its primetime slot on BBC1 on Christmas Day set to raise awareness even higher.

The animated special is set to be a highlight of the channel’s Christmas schedule, having been given the coveted 4.45pm slot on December 25.

The film – based on the children’s picture book – tells the tale of a happy go lucky father’s epic journey to make it home in time for Christmas. It features the voices of Hugh Bonneville, Rob Brydon, Jennifer Saunders, Russell Tovey, Sally Hawkins and Martin Freeman as Stick Man.

A raft of licensing and promotional activity will be following up the broadcast premiere.

Magic Light has already teamed with Aurora (plush), Ravensburger (puzzles) and Sainsbury’s (pyjamas). In addition, it also has an interactive app game, Stick Man: Helping Santa.

Next year will see the addition of more clothing from Fabric Flavours, while Magic Light is also looking to grow the programme with further partners and marketing initiatives.

A continuation of its partnership with the Forestry Commission – which earlier this year won the Best Marketing and Communications Campaign accolade at The Licensing Awards – has seen the launch of 24 Stick Man trails across England.

These self-led trails encourage children to go on their own adventure, exploring woodlands and learning about nature hands on.

Stick Man’s publisher, Scholastic Children’s Books, has also launched a marketing campaign in support of the publishing programme in the lead up to the film’s broadcast.

A campaign at Waterstones has seen five window takeovers in major London stores, along with activity nationwide, plus a national rail poster campaign with billboards and posters at key rail terminals supported by the release of new formats.

An exclusive Stick Man puzzle is also offered on the bumper Christmas edition of the Radio Times.

On top of this, Magic Light has launched a new Stick Man Facebook page and website to capture all the activity ahead of Christmas Day.

“With an emotional story full of adventure and discovery, Stick Man sits perfectly alongside The Gruffalo, The Gruffalo’s Child and Room on the Broom,” Daryl Shute, brand director at Magic Light, told The Source.

“We’re off to a fantastic start having secured the coveted 4.45pm slot on BBC1 on Christmas Day, while the other three films continue to be an integral part of the Christmas schedule.

“As a character, Stick Man is really beginning to connect with the audience and we’re excited to see what opportunities there are for him in the future.”

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