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Golden Bear enjoying In the Night Garden success

Toy range has jumped up into the top 5 preschool licences once again according to new NPD figures.

Golden Bear is enjoying a purple patch with its In the Night Garden toy range – the line has jumped into the top five preschool licences once again, according to latest data from NPD.

Following the success of its Playtime, Bath-time, Bedtime range – which launched in July – In the Night Garden now stands as the fifth largest preschool licence in NPD (YTD October 2018) across all toys, and has remained within the top seven consistently since Golden Bear became master toy partner in 2013.

Golden Bear launched its new collection with a dedicated TV and digital campaign which is running throughout AW18. The new TVC showcases the toy line as an integral part of a child’s daily routine.

The hero lines of the new collection include Press and Go Igglepiggle and Press and Go Upsy Daisy, Igglepiggle’s Bath-time Boat and Sleepy-time Igglepiggle. The company’s plush range was refreshed in 2017 with bigger eyes and softer fabrics designed to appeal to the youngest In the Night Garden fans.

“We are delighted that In the Night Garden continues to captivate the young preschooler over a decade after it launched,” said Barry Hughes, md of Golden Bear. “As the only show to feature every day, 52 weeks a year in the bedtime slot on the UK’s biggest preschool channel, its position as the bedtime show for little ones is unsurpassed.

“In October, it has once again rated number one for average TVRs and reach in households with kids 0-3. We are thrilled our latest toy range has once again tapped into the unique position the show holds with UK and Ireland households and look forward to the range remaining a top five preschool property for many more years to come.”

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