Βι¶ΉΤΌΕΔ

Deadly 60 is the WILDLY successful CΒι¶ΉΤΌΕΔ show presented by Steve Backshall. Fast becoming one of Βι¶ΉΤΌΕΔ Worldwide's priority brands, a full licensing programme is now underway with the first product set to hit retail Christmas 2011. Today, Βι¶ΉΤΌΕΔ Worldwide, the Βι¶ΉΤΌΕΔ's main commercial arm, announced Character Options will spearhead the licensing programme in the UK.

Deadly 60 is one of CΒι¶ΉΤΌΕΔ's most popular factual programmes, with young viewers captivated by wildlife presenter Steve Backshall's quest to track down the world's deadliest animals. In each series Steve discovers 60 of the world's deadliest species out in the wild. Deadly 60 brings the audience into the heart of the action, and creates a real sense of adventure and discovery in each sequence as Steve brings us close encounters with killers including tarantulas, sharks and vipers. Some use their weapons for defence, and some for attack, but whatever their size, these animals are truly deadly.

As master toy partner for Deadly 60 in the UK and Ireland, Character Options will develop toys and games over a two-year period.

The first product range will follow the huge success of Character Options' micro-figure range for Doctor Who and HM Forces. 'Micro Deadlies' will hit retail in Spring 2012 and include a 20 blind bag assortment featuring Steve Backshall and the top deadliest creatures he encounters. Five playsets will also launch into the market.

Further product lines in development include construction blocks and block-style mini figures due in retail January 2012. Playsets and accessories, role-play toys and action figures will also be developed by Character Options.

Guy Lamont, Senior Licensing Manager at Βι¶ΉΤΌΕΔ Worldwide, said: "Deadly 60 is a really exciting property for us. The show has captured the imagination of children and families up and down the country and the success of the recently launched trading cards just shows the appetite for programme extensions. We're looking forward to working with Character to develop new ranges to meet the fan demand in time for Christmas and beyond."

Jon Diver, MD Character Options,said: "We are delighted to be the master partner for Deadly 60. In spring 2012 Deadly 60 will become an exciting addition to the Character Building portfolio of licensed construction figures and play sets.

"The vast scope and excitement of the animal kingdom is highlighted in a dramatic way in every Deadly 60 programme, and we will replicate this excitement in our range of construction animals and wildlife environments, bringing something unique, new and innovative to the construction sector. In the autumn we plan to expand the range with action figures, deluxe playsets and role-play items."

Anna Hollaway