'Daniel Tiger's Neighborhood' Licensing News

Although still a few months away from a long-anticipated autumn 2012 TV premiere on PBS, Daniel Tiger's Neighborhood seems to be shaping up quite well. The 2D preschool animation, co-produced by The Fred Rogers Company, may have the sizable goal of inviting children back into the Neighborhood of Make-Believe, but a new licensing agreement could aid the cartoon's long-term success. Announced this week by JAKKS Pacific (Malibu, CA), Daniel Tiger's Neighborhood will have substantial support in the way of toys, seasonal playsets, and kid's furniture.

Daniel Tiger's Neighborhood was announced late last summer [related A.I. news: "Mister Rogers Animation News" (08/2011)], and is still scheduled to debut in autumn 2012. The animated program is scheduled to land on PBS thanks to a partnership between The Fred Rogers Co. (Oakland, CA) and the busy artists of 9 Story Entertainment (Toronto, ON). The curriculum mandate for Daniel Tiger's Neighborhood will mirror that of the original Mister Rogers' Neighborhood (1968-2001), but with an update befitting a pro-social preschool project. Daniel is a four-year-old tiger who meets everyday challenges and teachable moments with curiosity and gusto. Accompanied by an array of family and friends, Daniel's daily engagements will teach the fundamentals of literacy, science, and emotional connectedness.

For any one parent who is among the three-plus generations familiar with Fred Rogers' work, the new cartoon will have to do a lot to impress and engage. The licensing program for Daniel Tiger's Neighborhood is, necessarily, equally ambitious. JAKKS Pacific is dedicating resources to a 2014 rollout of plush dolls, figures, vehicles, and role-play items.

The plush dolls may prove particularly satisfying given the program's insistence on many of the kid characters, including as Daniel, being children of the original Neighborhood character crew. Katerina Kittycat, daughter of Henrietta Pussycat, and O the Owl, nephew of X the Owl, for example, will be recurring characters in the new animation. Additional products covered in the JAKKS agreement include playsets, dolls and accessories, and seasonal toys. Beyond the standard toy fare, parents and/or caretakers can also expect ride-ons, play tents, ball pits, novelty products, kid's furniture, and seasonal costumes.

"We are very excited to join forces with JAKKS, which has demonstrated a strong creative vision for Daniel Tiger's Neighborhood," Samantha Freeman Alpert, President, Out of the Blue Enterprises, the program's licensing agent, commented. "JAKKS' upcoming lineup of fresh and original series-inspired toys will help children everywhere connect with Daniel and his friends as well as the series valuable messages in meaningful and fun ways far beyond the TV screen."

Recent JAKKS Pacific News:
"JAKKS Acquires Toy Rights to Slugterra" at Seekign Alpha (06/2012)
"Carmine Russo in as Pres. of International Division" at AnimationInsider.net (05/2012)
"Int'l Toy Fair 2012: JAKKS Pacific, Inc." at AnimationInsider.net (02/2012)

Recent 9 Story Ent. Animation News:
"TV Animation Sales: Late Spring 2012" at AnimationInsider.net (06/2012)
"TV Animation Sales: End of Winter 2012" at AnimationInsider.net (03/2012)