Bob The Builder Sets Up Shop In U.S. Market - licensing deals for products based on UK children's program - Brief Article

DSN Retailing Today, Feb 5, 2001 by Molly Prior

Less than one month after its U.S. television debut on Nickelodeon, Bob the Builder has already laid the foundation for a solid licensing strategy. More than 30 licensees are already on board for the retail product launch set for fall 2001.

Licensees seem confident that London-based HIT Entertainment, the creator of the property, has already drafted the blueprint for Bob's success in the United States based on its success in the United Kingdom. In just over a year since the cartoon launched in the United Kingdom, Bob the Builder has been outselling all competitive properties, such as Winnie the Pooh and Teletubbies, at retail with a full range of consumer products.

"With the tremendous success and established track record that Bob the Builder enjoys around the world, we feel uniquely positioned and ready for the franchise to build momentum in this market, and move into the hearts of preschoolers and their caregivers," said Holly Stein, vp of consumer products for the U.S. division.

In addition to its impressive U.K. track record, the cartoon introduces a new style of animation to the preschool audience. The stop-frame animation, similar to that of Wallace and Gromit, coupled with the cartoon's empowering "you can do it" attitude, charms both the young and old. Bob teaches children to work together to solve problems and help each other out of trouble with the catchy theme song "Can We Fix It."

Major licensees, such as Hasbro and Lego, have also been charmed by the friendly builder and his team of construction machines. Hasbro has constructed a product line based on the preschool character.

The line, which Hasbro will unveil at Toy Fair, includes a broad range of product offerings: plush, play sets, board games and vehicles. Hasbro's Playskool brand has created a play set, complete with character voices of Bob and his friends, electronic sounds and music, and a host of play accessories. Bob's Building Yard, retailing for approximately $29.99, will hit retail shelves this fall. Hasbro's Tiger Electronics has developed a line of high-tech gadgets, such as walkie-talkies and a cellular phone-style keypad, based on the loveable construction worker. Preschoolers enamored with Bob can imitate mom or dad with their Bob the Builder Laptop Computers. The laptop, set to retail for $19.99, features two modes of learning--a teach mode and a quiz mode--and is geared toward children 2 years old and up.

In September, HIT Entertainment inked a deal with the Lego Company, providing Lego with exclusive licensing rights to children's construction toys based on Bob. Lego, regarded as an extremely selective licensee, plans to produce a variety of Lego Duplo construction sets that will be available at retail in the fall.

Additional licensing partners include, but are not limited to: Simon & Schuster, Golden Books, Brio, Children's Apparel Network, Haddad Apparel Group, Buster Brown & Co., Applause and Thermos.

As Bob mania continues to build, retailers are anxiously awaiting Bob the Builder's entrance into the marketplace. While HIT is keeping the details of the deal quiet, the company is in negotiations with a mid-tier retailer to exclusively launch Bob the Builder apparel and accessories for a six-month window. Once Bob launches into mass, Stein said HIT will work with retailers to design specific programs sized to the needs of the retailer.

HIT Entertainment, as well as the licensees and retailers behind the property, believes Bob the Builder will outlive the normal 12- to 18month run of an entertainment license. "We have invested tens of millions of dollars to create this franchise," said Stein. "And believe, if we manage it correctly, [the] property has the potential to mature into an evergreen."