DHX Media has appointed UYoung Media Group to spearhead a licensing and merchandising campaign in China for “In the Night Garden,” which airs on China’s state broadcaster CCTV.
“This is a hugely significant deal for the brand, with a wealth of potential in one of the most exciting and yet challenging territories in the world,” says Stephen Gould, commercial director, DHX Media. “UYoung is uniquely positioned with a strong partnership network and market expertise to considerably boost the presence of ‘In the Night Garden’ in China. UYoung will harness and build upon the solid foundations already in place with existing licensees and CCTV as our key broadcast partner.”
The show, which launched on CCTV in May 2009, already has a solid licensing presence in the region with an In the Night Garden magazine and ranges of toys, stationery, DVDs (Excel Media) and books (Children’s Fun). Licensee Shanghai Yingbao also recently opened a third In the Night Garden edu-tainment center in Shanghai, China.