Unveils initiatives and partnerships to mark milestone anniversary in 2017
Halifax, NS – 6 December 2016 – DHX Brands, the dedicated brand management and consumer products arm of DHX Media (or the “Company”) (NASDAQ: DHXM; TSX: DHX.A, DHX.B), is set in 2017 to celebrate ten years of much-loved preschool property In the Night Garden with a host of exciting initiatives and events.
Multi award-winning In the Night Garden is the number one television show across all UK kids’ channels for households with children 0-3* and the number four UK preschool licensed brand** at retail. An integral and essential part of the sleep time routines for many families around the country, Igglepiggle, Upsy Daisy, Makka Pakka and their friends have a special calming place in the lives of almost half of all young children – and their parents. Owned by DHX Media, In the Night Garden was originally produced by Ragdoll Productions in 2007.
With the theme of ‘Ten years of Magical Journeys’ the campaign also celebrates 10 years of friendship, imagination and shared bedtime stories, encapsulating the core values for which In the Night Garden is best known.
Activities kick off in the New Year, with the launch of a new stand-alone In the Night Garden magazine from publisher Redan under the ‘Fun to Learn’ banner. Later, home entertainment partner Abbey Home Entertainment releases a special 10th anniversary edition DVD. More high-profile partnerships are to be unveiled in the coming months.
In June, the first ‘Family Gardening Show’ from the Royal Horticultural Society (RHS) Garden Wisley in Surrey opens and features a themed In the Night Garden zone with branded activities and games including Upsy Daisy yoga, flower pot decorating, sensory story time and music-making classes as well as visits from special guests. In addition the RHS offering a special In the Night Garden trail, enhanced by Augmented Reality. Powered by Gamar, the app is available across all four RHS gardens from May through to the end of June.
At Alton Towers, themed In the Night Garden bedrooms at the brand new CBeebies Land Hotel open in summer 2017, each uniquely designed to give little ones a sleepover like no other and, in the live events space, the In the Night Garden Live touring show returns in 2017 for its eighth consecutive year.
Using social media throughout the year, DHX Brands is asking fans to engage in the Magical Journey, asking them to share footage of special moments and memories from their own magical journey and where they want to go next.
The much anticipated In the Night Garden Baby range also launches, which DHX Brands is supporting by attending the Manchester Baby & Toddler show in March. Mandy Gurney of Millpond Sleep Clinic is running expert workshops to offer advice new and expectant mums on how to help their babies and toddlers to sleep and into a good bedtime regime. Sensory and tactile activities are available to keep littles ones entertained.
Deborah Hooper, VP, Global Brand Management at DHX Brands, said, ‘In the Night Garden has had a unique connection with the youngest of audiences and their parents and their carers in the last decade. We look forward to building on that extraordinary success with new partnerships and initiatives over the next 10 years and beyond’.
*According to BARB Data, UK/Eire, October 2016
** NPD Data, UK/Eire, November 2016
For more information, please contact:
Aimee Norman at DDA Blueprint PR
aimee@ddablueprint.com
+44 (0) 20 8985 4708
About DHX Brands
DHX Brands is the dedicated brand-management and consumer-products arm of DHX Media Ltd. (NASDAQ: DHXM; TSX: DHX.A, DHX.B) (www.dhxmedia.com), a leading creator, producer, marketer and broadcaster of family entertainment. DHX Brands specializes in creating, building and maintaining high-profile global entertainment brands within the children’s and young-adult markets. With expertise in brand development, licensing, marketing and creative, we develop brands which captivate and inspire through engaging content, first-class distribution, quality consumer products, immersive live experiences, and digital media. DHX Brands’ world-class portfolio includes Teletubbies, Twirlywoos, In the Night Garden, Yo Gabba Gabba!, Caillou, Make It Pop!, Slugterra, and Degrassi. DHX Brands has offices in London, Toronto and Los Angeles.