British government hails preschool brand as a ‘shining example of creativity’ as characters head to Milan Expo.
The Teletubbies characters have been recognised as a ‘Great British Export’ by the government.
The accolade comes as part of The Great Britain campaign, which is the government’s most ambitious international marketing initiative ever. It aims to showcase the very best of what Britain has to offer in order to encourage the world to visit, study and do business with the UK. The campaign is active in 144 countries and has already delivered a direct return to the economy of over £1 billion.
The government hailed the Teletubbies as a ‘shining example of creativity’ and a ‘cultural export which spans the ages’.
To celebrate, the characters appeared at the Milan Expo in Italy, touring international pavilions – including the US, Holland, Italy, France and Germany, all of whom will soon welcome Teletubbies back to their TV screens – giving out their trademark Big Hugs.
Steven DeNure, president of DHX Media, said: “To be recognised by the Great Britain campaign as a Great British Export is a huge honour and is testament to the huge pulling power of Teletubbies – it’s also extremely timely given their imminent return to UK TV screens.”
Nicola Bolton, MD of UK Trade and Investment, added: “It’s great to see the return of this popular household name. Teletubbies is a huge British success and one of many UK iconic children’s programmes shared around the world.”
