91Èȱ¬

91Èȱ¬ Worldwide, the commercial arm of the 91Èȱ¬, today announced the sale of pre-school success story In the Night Garden to Chinese Central Television (CCTV). All 100 episodes of the twice BAFTA award-winning* programme have been sold in a rare deal to broadcast a pre-school western property to 300 million children in China.

In the Night Garden is produced by Ragdoll Productions, the creators of the phenomenally successful Teletubbies, and tells the story of a magical picture-book place where a diverse community of toys live out their comical adventures together. A number-one rated show on CBeebies in the UK, In the Night Garden will launch on CCTV in the second half of 2009.

In addition to the distribution deal, UYoung has been appointed as licensing agent for In the Night Garden responsible for developing a comprehensive licensing programme. The first lines of product are set to launch this year.

The deal cements the success of the 91Èȱ¬'s children's brands in China following the launch of Teletubbies in 2000 where it was the first live-action western pre-school property to air on CCTV. A licensing programme, including the running of two Teletubbies Play and Development Centres, continues to operate successfully for the property in China. Tiger Aspect's Charlie and Lola has also seen success on CCTV with the first two series' broadcasting from 2008 shortly followed by DVD and merchandise.

Joyce Yeung, Senior VP and GM of Sales and Distribution in Asia for 91Èȱ¬ Worldwide said: "Children in China expect and demand the best quality entertainment so we're delighted to be able to bring the magic of the innovative In the Night Garden to their TV screens."

Neil Ross Russell, Managing Director 91Èȱ¬ Worldwide Children's and Licensing: "The success of In the Night Garden in the UK is well-documented and we're now seeing that success being replicated across the world. This deal is another example of the fact that great pre-school programming can cut through cultural differences – kids the world over are gripped by the adventures of Igglepiggle, Upsy Daisy, Makka Pakka and their friends. We look forward to welcoming Chinese children into that global family and hope that we can provide as many different ways for them to enjoy the brand as exist here in the UK."

In just over a year since launch, In the Night Garden ended 2008 as the second biggest licence in the UK, generating £33.1 million in licensed toy sales** and outperforming key competitors like Thomas the Tank Engine, Ben 10 and High School Musical. To date the property has sold over three-quarters of a million DVDs, over a million books and been sold to over 30 countries Worldwide.


NOTES TO EDITORS
*In the Night Garden won best pre-school live action award in 2007 and in 2008
**NPD data, December 2008

In the Night Garden is produced by Ragdoll Productions and has been created by Andrew Davenport. He also created the Teletubbies with Anne Wood. It is about a magical picture-book place that exists between waking and sleeping in a child’s imagination. Words, rhymes and music carry young viewers through a happy world of loveable characters and nursery rhyme nonsense.

In the Night Garden has been filmed in a real woodland setting using High Definition technology to create a compelling and fully immersive experience for young viewers.


Anna Kingsley