BBC Worldwide’s decision follows a five-way pitch. Anna Kingsley, consumer manager at BBC Magazines, Children’s and Licensing division, said the review aimed to consolidate consumer PR activity currently carried out by a number of agencies.
PR activities will focus on extending children’s products and activities across such categories as merchandise and DVDs. Trade, corporate, international and internal communications will continue to be led by the in-house team.
‘We believe the appointment of a single agency will help us to up our game in terms of consumer PR across our portfolio of stand-out children’s brands,’ said Kingsley.
BBC Children’s and Licensing is the UK’s second biggest licensing player behind Disney. It posted a sales increase of almost ten per cent in 2008, bringing in about £28m. The performance was driven by strong UK merchandise sales of TV shows Doctor Who and In the Night Garden.