Blue Ant Media adds Penguin Random House Children’s Licensing and Random House Kids join as global publishing partners, alongside global master toy partner Moose Toys
Blue Ant Media has expanded the BeddyByes consumer products programme ahead of its retail launch in October.
Penguin Random House Children’s Licensing in the UK, under the Ladybird imprint, and Random House Kids in the US, have joined as the preschool brand’s global publishing partners, alongside global master toy partner Moose Toys.
The expansion comes as the first BeddyByes products prepare to launch at UK retail. The rollout will begin next month with a Moose Toys collection featuring an assortment of MeMo, BaBa and Yummy Dog plush, including talking versions of MeMo and BaBa and a large Yummy Dog plush.
Later in the month, on 22 October, BeddyByes: Time for BeddyByes will launch in the UK from Penguin Random House Children’s Licensing under the Ladybird imprint, and Random House Kids in the US. The interactive tabbed board book follows MeMo and BaBa through PlayTime, YummyTime, BrushyTime and StoryTime before they settle down for bed.
The programme will extend beyond toys and publishing into apparel through licensees including TDP Textiles, with products planned to launch later this year.
“BeddyByes is a trusted everyday companion for families, and our consumer products strategy is designed to extend that role into meaningful moments throughout a child’s day,” said Vienna Downes, VP and General Manager, Consumer Products, Blue Ant Rights and Streaming.
“Moose Toys and Penguin Random House Children’s give us a strong global foundation in play and publishing, while our growing UK partner roster will bring BeddyByes into more of the routines families already share.
“We are building a thoughtful, connected programme with partners who understand the brand’s purpose and can help us deepen that trust and grow the brand over the long term.”
Created by JAM Media co-founders John Rice and Alan Shannon, BeddyByes follows best friends MeMo and BaBa through the familiar rhythm of a young child’s day on the magical Planet BeddyByes. As each story unfolds, the lighting dims, the music softens and the pace slows, creating a gentle transition from playtime to dreamtime. The 52 x 11-minute CG-animated preschool series was developed in consultation with early childhood development expert Dr Jacqueline Harding and is narrated by Dawn French as Gramma Leeba.
