MUMBAI: At Toy Fair UK 2010, BBC Worldwide and Hasbro have announced that their master toy relationship has been renewed.

The deal comes as 4.4 million In the Night Garden plush toy sales are confirmed in the UK, 4 every minute since launch.
 
The deal will see Hasbro extend In the Night Garden product ranges alongside BBC Worldwide‘s growth strategy for licensing of the brand.

In the Night Garden is set to receive a refreshed look and feel with the launch of the ‘friendship theme‘ in autumn/winter 2010. The friendship theme will be extended across all BBC Worldwide licensed In the Night Garden categories and integrated into style guides, packaging and non-toy licensee product ranges.

BBC Worldwide MD children‘s and licensing Neil Ross Russell says, "The magic that Ragdoll has created with In the Night Garden has delighted a generation of children on screen and our master toy partner Hasbro has re-created that delight off-screen with fantastic quality product. This deal cements our and Hasbro‘s commitment to entertain generations of children in the future with In the Night Garden."

Hasbro‘s pre-school business senior VP, global brand leader Jerry Perez says, "We are very pleased to be continuing our relationship with BBC Worldwide for In the Night Garden, which has brought so much enjoyment to children around the world."