Firm aiming for a big HIT

TOY Options hopes to slay the opposition with Mike the Knight

Quest for success with TV character
FIRST it was Bob the Builder, then it was Fireman Sam, now it’s Mike the Knight.

The children’s TV character— set to premiere on the BBC’s pre-school channel CBeebies this autumn — is the latest to join the stable of Lees-based toy distributor Toy Options, part of Character Group plc.

The firm has won the licence to develop figurines and play-sets of the daring knight, with the first plastic, plush, novelty, role play and games products available in autumn next year.

This deal — covering the UK and Ireland — is the latest in a series of agreements between HIT Entertainment, one of the world’s leading independent children’s entertainment producers and rights owners, and Character Options, which already has the UK rights for HIT brands Bob the Builder and Fireman Sam.

Jon Diver, the joint managing director of Character Group, said: “We have already demonstrated our skills and expertise in producing innovative, value-for-money products that capture the imagination of children.

“This new project will allow us to continue to work with HIT and establish a new range that will have longevity, appeal and demand.”

Jon Owen, of HIT, added: “Our involvement with Character has gone from strength to strength over the last 12 months and this latest deal marks an exciting new chapter.

“Everyone is hugely excited about Mike the Knight and with Character now on board we are confident that they will conjure up a spellbinding product range for this adventurous new series.”

Mike the Knight is a computer-generated image who will transport young viewers back in time to an age filled with castles, quests and dragons.