The Brilliant World of Tom Gates – based on the popular book and TV brand created by Liz Pichon – is soaring to new heights following a successful nationwide family events programme.
The Point.1888 – the licensing agent for the brand – has also capitalised on the increasing interest, signing three new partners.
A month after SkyKids confirmed that it had commissioned a third series of the BAFTA-winning show, The Brilliant World of Tom Gates to air on TV in 2024, the feedback is in from the nationwide events which included a half term takeover at the Eden Project and an ASDA collaboration for World Book Day.
The Eden Project and TG Entertainment joined forces during February half term to offer a plethora of colourful Tom Gates activities for children visiting the popular eco attraction. Working alongside The Point.1888, the event attracted double the targeted number of visitors. Kids of all ages got creative by contributing to wacky food sculptures in the Mediterranean Biome and tracked bugs throughout the Rainforest Biome. Fun and informative workshops provided tips on doodling and drawing, as well as plenty of crafting opportunities.
TG Entertainment and The Point.1888 also teamed up with ASDA and Scholastic (publisher of the Tom Gates book series) in the run up to World Book Day to introduce a range of Tom Gates-branded daywear, nightwear and accessories from licensing partners Poetic Brands, Aykroyds and Roy Lowe & Sons, supported by two weeks of related promotional activity and support.
The range – which featured products with special colour-in bookmark hang tags to reflect the creativity of the brand – was displayed at aisle end in 100 stores, and also available to purchase online.
Looking to further build on this success, The Point.1888 has welcomed three new licensees – Amscan, Igloo and Intercake – taking the list of partners to 12. The new licensees will add dress-up products, colouring and activity sets and cake toppers to the programme’s already broad range of product lines, which includes greeting cards, puzzles and games, stationery sets and daywear.
“It’s been brilliant to see so many people come together to celebrate Tom Gates and all things creative and fun,” commented Liz Keynes, commercial director at TG Entertainment. “Live activations and brand partnerships work really well for our super-engaged young fans and we are looking forward to building on this momentum with our new partners.”
Janine Richmond, head of product and brand at The Point.1888, continued: “The success of our recent events demonstrates that there is an appetite from fans both old and new for The Brilliant World of Tom Gates products. We are delighted with how quickly our licensees have responded to this surge in demand with a myriad of new ways to engage with the brand.”
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