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Â鶹¹ÙÍøÊ×Ò³Èë¿Ú Worldwide today announced the appointment of Fisher-Price as the master toy licensee for the landmark new animated pre-school series 3rd & Bird! commissioned by the Â鶹¹ÙÍøÊ×Ò³Èë¿Ú.Ìý

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Â鶹¹ÙÍøÊ×Ò³Èë¿Ú Worldwide holds the global distribution rights including programme distribution, DVD and merchandising for 3rd & Bird! which is produced by Little Airplane Productions, creators of the phenomenally successful The Wonder Pets. The series has been created in bold and colourful photo-puppetry animation – a style of animation created by Little Airplane – and is aimed at 3 to 5 year old children.

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Julia Posen, Commercial Director, Â鶹¹ÙÍøÊ×Ò³Èë¿Ú Worldwide Children's and Licensing said of the deal: "3rd & Bird! is a unique programme and we are keen to capitalise on the global appetite for animation to deliver a successful licensing programme on launch in 2010. It's great to be working with Fisher-Price on the property too. The deal signifies our commitment to working with world-class partners to develop fantastic children's toys that enhance their experience of the TV show."

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Fisher-Price's product line will debut in Spring/Summer 2010 in the UK with the roll-out in other markets, including the US, expected to follow. Under the multi-year master toy license, Fisher-Price has global rights (excluding Asia) to develop pre-school, infant and toddler toys including electronic and non-electronic plastic figurines, toys, vehicles, playsets and feature and standard plush.

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David Allmark, UK General Manager of Fisher-Price's parent company, Mattel, comments; "3rd & Bird! is an enormously exciting property and we are delighted to be working with Â鶹¹ÙÍøÊ×Ò³Èë¿Ú Worldwide again to launch this major pre-schoolÌý brand. This is also a fantastic opportunity for Fisher-Price to further our relationship with Little Airplane - their fresh and iconic style of animation provides the perfect inspiration for developing a memorable and successful toy line."

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"We are thrilled to be working again with Fisher-Price as the master toy licensee for 3rd & Bird!" said Josh Selig, President of Little Airplane productions.Ìý"They did such a wonderful job on The Wonder Pets! and they share our philosophy of making only the highest quality products for young children."

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MORE NEW LICENSEES SIGNED UP
Interest in 3rd & Bird! - which centres on a community of birds that live, learn and play in the branches of a beautiful tree - has been consolidated with the announce of further licensees.

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Aykroyds and TDP Licensing, who hold existing Â鶹¹ÙÍøÊ×Ò³Èë¿Ú Worldwide licenses for Doctor Who, Primeval and In the Night Garden, have been signed for Nightwear and Underwear. They start work on designs imminently with plans to launch the range in Spring 2010. Also in clothing, Roy Lowe and Sons has agreed a deal for 3rd & Bird! socks and William Lamb will develop wellies, slippers and trainers.

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Â鶹¹ÙÍøÊ×Ò³Èë¿Ú Worldwide also confirmed the signing of a bedding license for 3rd & Bird! Character World will produce branded curtains, beanbags, beanchairs, cushions, towels, ponchos, sleeping bags, fleece blankets and rugs which will launch in Autumn 2010. H&A – with whom Â鶹¹ÙÍøÊ×Ò³Èë¿Ú Worldwide has worked successfully on Charlie and Lola - has been signed up for toiletries for 3rd & Bird!, the range will include toiletries textiles, bath toys and accessories. Spearmark, it was confirmed today, will produce Homewares and Lighting with a range including tableware, lunch bags, waterbottles and a range of lighting. Products will launch Spring 2010 and Autumn 2010.

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In addition Ravensburger, who have partnered previously with Â鶹¹ÙÍøÊ×Ò³Èë¿Ú Worldwide on Doctor Who, In the Night Garden and Charlie and Lola, has been appointed to develop a range of puzzles and card games with plans to launch by early 2010.

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FIRST DVD LAUNCH CONFIRMED
Â鶹¹ÙÍøÊ×Ò³Èë¿Ú Children's DVD has confirmed they will produce the first DVD of the series with episodes to launch in time for Easter 2009. The DVD will contain eight episodes of the animated series under the title 3rd & Bird: Bird's the Word! Set to include a raft of extras and priced at £12.99, the release date is timed for end of March 2008 in time for Easter gifting.

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PUBLISHING PROGRAMME AGREED
Â鶹¹ÙÍøÊ×Ò³Èë¿Ú Children's Books today confirmed that a publishing range for 3rd & Bird! will launch to time with the first line of toys in Spring 2010. The range will include storybooks, novelty and sound books.

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NOTES TO EDITORS
About Fisher-Price

Fisher-Price, Inc, is a wholly-owned subsidiary of Mattel, Inc. (NYSE: MAT). The company's UK headquarters are located in Maidenhead, Berkshire. Fisher-Price is the leading brand of infant and preschool toys in the world. Please visit for more information.

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About Little Airplane Productions
Founded by Josh Selig in 1999, Little Airplane Productions created and produced The Wonder Pets! for Nick Jr., Go, Baby! for Playhouse Disney, Oobi! for NOGGIN (winner of a 2001 Gold Parents' Choice Award) and 3rd & Bird! for the Â鶹¹ÙÍøÊ×Ò³Èë¿Ú's CBeebies. Additionally, Josh Selig was the Head Writer for Little Bill on Nick Jr. He has received ten Emmy Awards for his writing on Sesame Street, and was the Resident Producer of the historic Israeli/Palestinian Sesame Street co-production (winner of the 1998 Japan Prize). Josh Selig writes a weekly column for Kidscreen Magazine called "Planet Preschool" which can be read at . In 2008, Little Airplane was honoured to receive a Crain's Small Business Award. For more information about Little Airplane Productions please visit .

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Anna Kingsley

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