Teletubbies' 10th celebration continues
By Staff -- Playthings, 3/21/2007 6:19:00 AM
NEW YORK—Ragdoll, creators of the popular preschool series Teletubbies, has sealed an exclusive deal with fashion designer—and Tubbies fan—Isaac Mizrahi for limited edition bags and has added on a licensing partner to the apparel categor
y, part of an extensive licensing campaign this year to celebrate the series’ 10th anniversary.
Designer Mizrahi has signed on to design five limited-edition designer “it” bags inspired by the Teletubbies, which first debuted on the BBC in 1997, to be auctioned this spring with all proceeds to benefit Cure Autism Now (CAN) and Autism Speaks. Details for online bidding will be available at www.TakeTheTeletubbiesTest.com, set to launch on March 19. Each bag will be feature a different Teletubby: Tinky Winky (purple); Dipsy (green); Laa-Laa (yellow); and Po (red). This is the second time that Mr. Mizrahi was inspired by the Teletubbies. The first time was in 1998 when he designed his own couture collection.
“We are thrilled to officially welcome Isaac Mizrahi to the Teletubbies family,” says Lynn Godfrey, Ragdoll's senior director of marketing. “The one-of-a-kind bags that Isaac will create in honor of the Teletubbies' 10-year mark, auctioned off with his signed sketches, will be immediate collectors' items. We cannot think of a more perfect designer, personality—and Teletubbies fan—to help support our efforts and we look forward to announcing a longer-term licensing agreement with Isaac soon.”
In the apparel category, New York-based Wish Licensing will develop a fashion line of Teletubbies T-shirts, loungewear and underwear for tweens, teens and young adults, available this spring, which will retail from $18 to $28. “The Teleterrific artwork is exciting and fresh, a perfect match for the new demographic we’re targeting with this anniversary program,” says Stacey Reiner, Ragdoll’s director of licensing and new product development.“Wish Licensing is the ideal partner for the initiative.Their forward-thinking and creativity will help us further broaden the appeal of the Teletubbies, pop-culture icons that truly span the generations.”
The anniversary celebration begins this spring with the launch of the new Teletubbies Web site, an international tour of events, new apparel and accessories for juniors this spring, and toys from Jakks Pacific. In addition, VTech will also launch a new Smartridge in spring, and Hasbro, the brand’s original North American master toy partner, will release Teletubbies Play-Doh playsets. Hand-signed Mizrahi bag sketches will also be unveiled at an invitation-only launch party for the Teletubbies Pop-Up Shop, located in New York City’s West Village at on March 27. The shop will be open for a limited time and is also part of the 10-year celebration. The shop will feature new Teletubbies fashions and accessories. The Teletubbies will also make a special appearance at the store’s opening.
Also, in recognition of the 10-year celebration, parents, teens and tweens, and adults will be asked to Take the 10-Minute Teletubbies Test, where viewers, globally, will be asked to watch the program online for a mere ten minutes, and share their reactions to it.
More details of the Teletubbies 10th Anniversary licensing campaign can be read in the March issue of Playthings.
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