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- Multi-year master toy license for Top Gear agreed with Wow! Stuff
- Other new licensees signed up for World’s most popular car show
- Deal cements ´óÏó´«Ã½ Worldwide commitment to licensing adult brands
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´óÏó´«Ã½ Worldwide today announced the appointment of Wow! Stuff as the master toy licensee for the ´óÏó´«Ã½'s celebrated entertainment show, Top Gear.
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´óÏó´«Ã½ Worldwide today confirmed the first master toy license for the UK and Eire. The deal with Wow! Stuff will see them develop toys, gifts and gadgets for fans of the iconic show starring Jeremy Clarkson, Richard Hammond and James May.
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Initial product line plans include remote control vehicles, novelty gifts, desk top toys and a hotly anticipated doll of the Stig – all due to hit retailers in Autumn 2009.
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This latest deal cements ´óÏó´«Ã½ Worldwide's move towards licensing more adult brands. Neil Ross Russell, Managing Director for Children's and Licensing, said: "We're excited about this new deal not least because of the fantastic job we know Wow! Stuff is going to do but also because we know the interest from retailers and other licensees is already phenomenal.
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"Last week we announced a number of changes to our business which reflect the importance of brands like Top Gear, Planet Earth, Doctor Who and other great ´óÏó´«Ã½ Worldwide non-children's brands.
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"This deal is a real testament to our commitment to licensing adult brands as well as the great children's properties for which we are better known."
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Richard North, Managing Director, Wow! Stuff said: "We are truly thrilled to have secured the Top Gear brand. We have felt for some time that the personality of the brand fits perfectly with our own ethos.
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"Without doubt we have high hopes for the Top Gear toy and gift range in 2009, and we have committed a significant amount to TV, FSDU and other promotional activity to ensure it delivers."
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´óÏó´«Ã½ Worldwide also today confirmed new deals with Peter Black to produce a toy and game range for Marks & Spencer which will hit shops this October.
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Other new licensees stepping up a gear in time for the festive season include Kinnerton Confectionary for seasonal confectionary products, Creative Cake Company to produce celebration cakes for January 2009 and DNC, who will produce children's lunch bags and water bottles for the New Year.
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Top Gear merchandise has already proven a success for ´óÏó´«Ã½ Worldwide in the UK with the launch of products including a Scalextric debut with POWERLAPS which sees a Porsche 911 GT3R and a Ford GT battling it out around Hammerhead, Bentley Corner, Bacharach Bend and Gambon Corner.
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The Top Trumps card game has also had tremendous sales success.
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Top Gear is the World's biggest and most popular motoring entertainment show in the history of TV. Broadcast in over 100 countries worldwide.
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As well as being the UK's biggest selling motoring magazine, it has also spawned 23 licensed international editions. In 2007, Top Gear also announced a VoD deal with Sony Gran Turismo TV resulting in the programme being available via 149 countries and translated into 7 languages as well as the inclusion of the Top Gear Test Track in the next edition of Gran Turismo, the world’s leading Racing Game Franchise.
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Anna Kingsley
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Notes to editors
About Wow! Stuff
Wow! Stuff aims aim to sell the highest number of gifts, gadgets and big boys toys per square foot within the stores of major high street retailers by creating theatre in-store.
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With 8", 17", 26" and 42" screens playing fast action, informational product videos, Wow! stuff has proven to increase sales between 300 and 500% per square foot!
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Every product developed by Wow! Stuff goes through the most stringent testing and factory audit procedures to ensure they meet the values and ethics of the brands they represent.
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In September 2008 Wow! Stuff launched an 'Academy of Artists'. The Academy will provide training and induction for over 200 Demonstration Artists. Each Demonstration Artist will be deployed at major high street retailers through Autumn and Winter 2009 and tasked with bringing our great brands to life in conjunction with Wow! Stuff TV screens and FSDU's.
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Using qualified artists in combination with great licensed brands and in-store video Wow! Stuff is targeting sales turnover to reach £75m by 2011.
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