International News
By Tina Benitez -- Playthings, 4/1/2007
Everyone has a secret. And for secret agents Victor Volt and Anita Knight, finding those secrets—and, of course, saving the world—is all in a day's work. The characters are part of a new BBC animated series, The Secret Show, which launched in the U.S. on Nicktoons in January and will be backed by a series of toys, publishing, videos and more under the guidance of San Francisco-based Dimensional Branding Group (DBG) and BBC Worldwide of London.
The show, which originally premiered in the U.K. in September 2006, and has been described as Get Smart meets Monthy Python, features Victor and Anita as well as some fun cohorts who try to defeat their evil nemeses, known as T.H.E.M. The series has a wider age group of viewers, but product will primarily be targeted at kids ages 7 to 14, and include spy gear from a master toy licensee (to be announced); DVDs; and books from Penguin, New York, who has signed on to debut titles in 2008.
Marsha Armitage-Bristow, executive vice president of licensing for the DBG, says that the company will address the adult collectors market as well; DBG met with potential partners for both kid and adult products at this year's American International Toy Fair.
"Toys are part of our anchor strategy that we want to nail down first," she says. "We're looking for a strong partner that will be able to interpret the brand, reflect what The Secret Show is about with toys that kids find compelling."
Anna Hewitt, head of international licensing for BBC Worldwide tells Playthings, "We want to make sure the consumers connect with the show first before we release products. The key thing about this show is novelty—the gadgets in the show. If a toy company can transfer those gadgets to the consumer, it will be compelling."
