New show is a “magnificent concept” says Vickie O’Malley from Rockpool Licensing.
A new show is heading to CBeebies later this spring, with the aim to replicate activities of a community parent and baby group on screen.
The format and content of The Baby Club is designed to develop parent-baby attachment and model activities which stimulate early years literacy and language development.
Presenters Giovanna Fletcher (‘Happy Mum, Happy Baby’ podcaster and wife of McFly’s Tom Fletcher) and Nigel Clarke (Stomp! CN, Nick, Nick Jnr and CBBC presenter) lead the group through stories, songs, activity and play with everyday household objects.
The Baby Club also features the characters Big Bear and Baby Bear who replicate the parent-baby relationship on screen in books which are read by the presenters.
Both presenters have substantial fanbases and profiles both on screen and off and will be major participants in the BBC launch PR campaign, set to kick off shortly.
In addition, Rockpool Licensing is on board to develop the consumer products programme around The Baby Club, with md Vickie O’Malley introducing it to the community at next week’s Toy Fair, as well as at Spielwarenmesse and Spring Fair.
The Baby Club – which is made by Three Arrows Media – will debut on CBeebies in Q1 2019 and will air to work around the busy routines of parents and carers of babies six months and up, and it will be available on the BBC’s iPlayer. It will be the first dual audience targeted show for CBeebies and has strong backing from the BBC evidenced by its commission of a second season prior to broadcast and two pilot parent-facing podcasts to accompany the brand.
“The Baby Club was not only enormous fun to make, but it’s a much-needed brand supporting and equipping parents at what is an incredibly challenging and important time in their baby’s lives,” said Jon Hancock, executive producer at Three Arrows Media.
Vickie added: “The Baby Club is a magnificent concept with a warm, friendly style, fine goals, BBC support, well-known and admired presenters.
“This fresh and unique opportunity for consumer products is substantial and two-fold; adult-targeted for parents and carers and, of course, the very many partnership opportunities for babies themselves.”
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