Teletubbies continues to grow in China

DHX Brands secures first two consumer products deals in territory for preschool property.

DHX Brands has signed its first two consumer products deals in China for preschool property Teletubbies.

Licensees have been appointed to launch a new range of toys in the territory, as well as produce a children’s publishing line.

The deals, which were brokered for DHX Brands by Promotional Partners Worldwide, will see the launch of Teletubbies toys in China in spring 2018, followed by the launch of children’s books later in the year.

Building on DHX Brands’ strategy to expand the Teletubbies brand throughout Asia and to capitalise on the significant potential for consumer products in the territory, the new agreements follow the successful roll out of the new Teletubbies series in China on the country’s most popular streaming services, including iQIYI, Youku, Tencent and others.

Since launching in June 2017, the series has generated 100 million views on such platforms.

“The new Teletubbies series has clearly struck a chord with preschoolers and parents in China,” said Candy Ho, business development director – Asia, DHX Brands. “Fans who loved the original show when they were kids are now sharing the new series with their children through the country’s top streaming platforms.

“We’re thrilled that this massive audience will be soon able to also enjoy new Teletubbies toys, accessories and books through the launch of products later this year.”

In China, the market potential is significant for Teletubbies, with approximately 226 million children under the age of 14 on the Chinese mainland, and the number of newborns expected to climb up to 21 million annually by 2021.

Retail sales of toys and games in China grew at an average annual rate of 2% from 2010 through 2015, and are expected to exceed US$43.5 billion within the next two years.

The original Teletubbies series was the first western preschool property to air on China’s CCTV.