Agency to represent Pesky Productions’ CBeebies hit ahead of visitor attraction launch.
Metrostar has signed up to represent CBeebies hit Boj, following a deal with Pesky Productions.
The company will initially focus on retail plush, toys, apparel and book publishing.
The news comes ahead of the opening of a special Boj visitor attraction at West Midlands Safari Park, which will see the creation of the first UK home for bilbies.
WMSP is also creating a Boj soft play area, shop and café. Phase one will open in late 2016 and will stock Boj licensed products, with the live animals following in 2017.
Metrostar’s md Claire Potter commented: “Boj is a great character with a great message and little ones adore him. They’re going to love the Boj attraction right in the very heart of England and we’re looking forward to creating Boj licensed products for them to enjoy too.”
Pesky’s David Hodgson added: “Boj continues to extend his reach, not only remaining a stand-out show on CBeebies but also now going global with other blue-chip broadcasters. Boj makes friends everywhere, so it’s good to see him getting equally strong ratings with boys and girls.
“As we’ve built a big group of fans looking for Boj products, I’m delighted that Metrostar is on board to grow our licensing programme.”
Existing Boj licensing deals include amusement plush (SEGA), puzzles and craft kits (Paul Lamond), magazines (Redab, Kennedy, Immediate) and music (Demon Records).
Metrostar will be introducing Boj to licensees and retailers at the Licensing & Merchandising Showcase at Chelsea FC on May 5.
