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Today at Toy Fair UK 2010, Â鶹Éç Worldwide and Hasbro announce that their master toy relationship has been renewed. The deal comes as 4.4 million In the Night Garden plush toy sales are confirmed in the UK, 4 every minute since launch.

The deal will see Hasbro extend In the Night Garden product ranges alongside Â鶹Éç Worldwide's ambitious growth strategy for licensing of the brand.

In the Night Garden is set to receive a refreshed look and feel with the launch of the 'friendship theme' in Autumn/Winter 2010. The friendship theme will be extended across all Â鶹Éç Worldwide licensed In the Night Garden categories and integrated into style guides, packaging and non-toy licensee product ranges.

Neil Ross Russell, MD Children's and Licensing at Â鶹Éç Worldwide said: "The magic that Ragdoll has created with In the Night Garden has delighted a generation of children on screen and our master toy partner Hasbro has re-created that delight off-screen with fantastic quality product. This deal cements our and Hasbro's commitment to entertain generations of children in the future with In the Night Garden."

"We are very pleased to be continuing our relationship with Â鶹Éç Worldwide for In the Night Garden, which has brought so much enjoyment to children around the world," said Jerry Perez, Senior Vice President and Global Brand Leader for Hasbro's pre-school business.

In the Night Garden has been a critical and popular success since launch in the UK in 2007. Produced by Ragdoll Productions and distributed and licensed by Â鶹Éç Worldwide, the adventures of Igglepiggle, Upsy Daisy and friends has racked up scores of awards including two BAFTAs. The programme recently surpassed scores of critically acclaimed TV programmes including Mad Men, Peep Show and the West Wing to become No. 11 in the Times' list of the top TV programmes of the decade.*

In the Night Garden consumer products from Hasbro and other leading licensees have won awards and smashed sales records since 2007 when it was the fastest growing license in the toy and game market. In 2008 alone In the Night Garden generated £33.1 million in licensed toy sales. Since then the brand has never dipped out of the top 4 licenses in the country.

NOTES TO EDITORS
*The Times, 19th December 2009 'Top 50 TV of the Noughties'

Anna Kingsley