Teletubbies, one of BBC Worldwide's most successful global preschool brands, changed the children's market forever when it launched in 1997 and continues its success as it has established itself as an 'evergreen' brand.
Ten years on and the arrival of Teletubbies is now recognized as a watershed moment in the history of preschool television.
Its impact revolutionized pre-school programming and after a decade of on-screen success most child experts are convinced of the programme's beneficial effect on the development of very young children.
When Teletubbies arrived on British screens in 1997, it was met with strong reactions from all sides - children were mesmerized, the press were curious and teachers and educationalists didn't know what to make of a programme so entirely different from anything that they had seen before.
10 years on it is clear that few children's brands can match Teletubbies in terms of its overall brand awareness, resonance with consumers or its' cultural impact. A whole generation has now enjoyed Teletubbies' uniqueness and appeal.
Teletubbies toys distributed by Tomy have continued to perform well over time.
Recent figures released by NPD Eurotoys reveal that Teletubbies was the fastest growing existing Infant License in 2005.
Furthermore, the Telly Tummy plush by TOMY was the UK's 3rd top-selling infant toy in 2005. BBC Worldwide has renewed TOMY's master toy licence for Europe for a further three years (end December 2008) in recognition of the strong partnership and value that Tomy adds to the brand. The contract covers distribution in the UK, Ireland, France and Belguim, and global manufacturing rights (ex-North America) for Plush and Pre-school Plastics toys.
To provide new stimulus for product and packaging during this anniversary period a new 'Teleterrific' style guide is launching at this year's Spring Fair. This guide sees a departure from the traditional Teletubbies brand look and captures emerging trends in fashion with a bolder, graphic style designed to appeal to the fashion-conscious consumer of today.
2007 will be marked by a brand and trade marketing campaign including designed to support the product range and introduce the brand to another generation of Teletubby fans.
Teletubbies was created by Anne Wood and Andy Davenport and has been seen in 120 countries, translated into 45 different languages and has won numerous awards including two BAFTAs, an Emmy and awards from the Royal Television Society.