K'nex tapped for 'Roary the Racing Car' toys
By Staff -- Gifts and Dec, 3/22/2010 10:29:00 AM
NEW YORK—K’nex Brands has been signed to market construction toys based on the animated preschool series Roary the Racing Car.
Under the terms of its deal with series producers Chapman and HIT Entertainment, K’nex will offer Roary building sets, including buildable figures and buildable vehicles utilizing K’nex’s distinctive interlocking parts.
The line will be available at mass retailers in the US and Canada starting this fall.
“Roary’s popularity and appeal made it easy for K’nex to race toward this partnership,” said Michael Araten, the toymaker’s president and CEO. “We are delighted to add Roary the Racing Car to the K’nex product line so that children can imagine, build and play with one of their favorite characters.”
The agreement follows an earlier deal that will see a full line of Roary the Racing Car toys sold exclusively at Toys R Us stores this fall from US master toy partner Bandai America.
“Roary is picking up a lot of momentum in licensing, as the engaging characters and built-in play pattern lend themselves so well to preschool toys,” said Gary Krakower, SVP, Consumer Products and Live Events, HIT Entertainment. “The show has proven to be a top performer on broadcast and a favorite section of sproutonline.com and we fully expect the new line from K’nex to speed off the shelves!”
Narrated in the US by Indy and NASCAR racer Sam Hornish Jr., Roary the Racing Car was launched in the US on 24-hour preschool television channel Sprout in fall 2008. The series follows the adventures of a bright, loveable and energetic single-seat race car and his diverse group of racing car friends at the Silver Hatch race track.
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