Jupiter Toys Make A Beeline For The Hive!

by TnP Staff
Published: 13 February 2013, 12:31
Quick Link: www.toysnplaythings.co.uk/qameg

New wooden toys deal announced for top pre-school property


Space Enterprises has signed a new licensing agreement for The Hive that will see the launch of a range of wooden toys and furniture from Jupiter Toys. The deal covers multiple territories and product is set to hit online retail from Q2 2012 - initially across UK/Eire and EMEA – and represents Jupiter Toys’ first ever licensing agreement. 


The Hive is a new CGI series from The Hive Enterprises Ltd, produced by Monumental Productions, Lupus Films and DQ Entertainment, and comprises 26 x commercial half hour (78 seven-minute) episodes, which follow the fortunes of the happy, friendly and extremely cute Bee family, who live together in Honeybee Hive. Storylines explore the themes of family, working together to solve problems, being part of a diverse community, and caring for the environment.


The show has proved a huge ratings success on both ITV and Disney Junior. The Walt Disney Company EMEA has picked up the show in over 150 countries and in the last six months The Hive has been the best performing acquisition on Disney Junior – reaching 3m viewers aged 4 and over – after it started airing in a number of territories, with Poland, Hungary, Romania and South Africa performing very strongly. The latest BARB figures (w/e: 29th Jan) had the show in three of the Top Ten places on the channel. The Hive is also enjoying huge popularity in Australia - broadcaster ABC is reporting impressive ratings and Magma DVD had to delay the Australian home entertainment due to the increased demand for stock.


The new agreement with Jupiter Toys adds to an impressive list of top licensees that includes Mookie Toys for Master Toy, EMI Publishing, Moonpig, Blues Clothing, and Aykroyds TDP. A major retail launch is set for Spring/Summer 2012, incorporating an initial DVD release through ITV DVD.


Mark Hurry, Director of Licensing at Space, said: "Jupiter Toys have manufactured and distributed for a number of massive brands and we`re really thrilled they have chosen The Hive for their first venture into the licensed goods sector.” 


Charles Simmonds, MD at Jupiter Toys added: “We're delighted to have secured the license for The Hive and are very excited about the many possibilities that exist to incorporate the show’s wonderful themes and images into our products. The Hive is about nature, education and having fun, as are our toys, so we hope to add something positive to the overall concept and bring kids closer to a show that has every potential to be a big hit for many years to come. We are very glad to be a part of it!”