RDF Rights announces success of pre-school brand
RDF Rights (RDFR), part of the RDF Media Group is delighted to announce the continued success of its flagship pre-school brand Waybuloo. Since its successful launch on CBeebies in May 2009 and retail launch thereafter, the pre-school brand has performed phenomenally across all platforms.
Fisher-Price, master toy licence holder, report that Waybuloo is the number one plush licence since the range launched (*NPD Q4 Plush (£)) with their Waybuloo Small Plush also scooping the top licensed plush item (NPD Q4 Plush (Units); the Waybuloo DVD, released by 2 Entertain, is the number three new pre-school brand launched in 2009; the BBC’s Waybuloo magazine is the number five pre-school title and Egmont UK, master publisher, were delighted with the outstanding performance of the brand, which significantly outperformed all other new pre-school properties in the first six months of publication.
Waybuloo premiered on CBeebies, the BBC’s UK Children’s digital channel, in May 2009. It quickly became a hit with pre-schoolers ranking as one of the highest rating show launches of 2009, and resulted in the BBC commissioning another 50 episodes, bringing the total number to 150. The series went into the popular CBeebies Bedtime Hour slot in September 2009, where it consistently rates well.
Since its launch, across 448 broadcasts, Waybuloo reached over 10 million individuals (20% of the UK population) in 2009. Three quarters of the target audience tuned into at least one episode of Waybuloo last year (3.5m)**
Viewing figures for 2010 are looking just as positive, with episodes peaking at over half a million viewers already.
Waybuloo has now been scheduled to air on BBC Two in the weekday pre-school slot airing at 10.10am. These broadcasts are in addition to its three daily CBeebies weekday airings (11.30/15.00/18.00) and two airings at the weekend (13.00 and 18.00).
Michael Carrington, Controller, CBeebies said, “Waybuloo is one of CBeebies top rated shows, given its brilliant success since launch, moving it to our children’s slot on BBC Two was a natural move to make. We are delighted with how the series has captured the imagination of our audiences and look forward to airing the new episodes later in the year”.
Maria Sze, Brand Director, RDFR “Waybuloo has been a phenomenal hit both on screen and at retail. We are absolutely thrilled to be in a position to report such exceptional success given we first aired in May with most products launching late September. The scheduling of it to air on BBC Two, confirms how well the series has been received by children. Retail response has exceeded all expectations and we are excited to be working with new licensees this year to launch more products to build on the success to date.”
Erica Zubriski, Marketing Director, Mattel UK: "We are delighted with the performance of the Fisher-price range of Waybuloo toys, they really captured the essence of the exciting world of Waybuloo, and the positive results pay testament to the love preschoolers and their parents clearly have for this break frame show and its characters.”
RDF Rights continues to secure new licensing partners with over 25 in place to date. Other licensees to roll out for Spring /Summer 2010 include: - Martin Yaffe, Golden Bear, Mondo, Inspiration Works and Worlds Apart. Other categories launching this year include apparel, footwear, dress-up, bedding, confectionery, celebration cakes, social expressions, melamine and lighting.
Internationally, Waybuloo has also had phenomenal success; it has been sold to seven broadcasters, outside of the UK, and is currently airing in Ireland, Australia, New Zealand, Canada, Poland, Africa, Asia, India, Finland and in the Middle East.
Online fans can log onto the dedicated website Waybuloo.com, recently launched by RDF Rights.
RDFR holds worldwide rights in all media in the property.
Notes to editors:
* From the Top 10 new properties 2009 - NPD EPOS retail tracking
** Source: BARB
Waybuloo
Waybuloo, a unique mix of animation and live action, is a highly innovative approach to pre-school programming focussing on children’s emotions. It transports children to Nara, a live-action world inhabited by adorable animated characters called Piplings who embody a range of emotions such as Love, Wisdom, Happiness and Harmony.
There are four Piplings. Lau Lau is rabbit-like and her key characteristic is her imagination. She loves to paint and sculpt, especially if she can make presents for her friends. Yojojo is monkey-like and represents happiness. He is clumsy, funny and cheeky. Just as Lau Lau loves to paint, Yojojo loves music and dancing. He even has a little stage carved from a tree stump on which to perform. De Li is kitten-like and represents love. She’s a bit shy but is nurturing and loves nature, be it gardening, flowers or gathering food for the group. Nok Tok is bear-like and represents wisdom. He solves problems and comes up with creative, inventive solutions for fixing and mending things. He has a very colourful toolbox and a special Anything Machine which can solve a multitude of problems.
Waybuloo was commissioned by Michael Carrington, Controller, CBeebies. The Executive Producer for the BBC for the series is Sarah Colclough, and Rebecca Shallcross for the website. The production’s Executive Producers are Nigel Pickard, Vanessa Hill, Angus Fletcher, Steven DeNure and Beth Stevenson. The series originated from an original idea created by Dan Good (Absolutely Cuckoo) who is a creative consultant on the series.
Waybuloo is produced by The Foundation, part of the RDF Media Group for CBeebies.
For further details please contact:
RDF Media Group Press Office
Tel: + 44 (0) 20 7013 4479
publicity@rdfmedia.com