Heidi’s new adventures are a success on and off the small screen
Forty years after its first European broadcast, and having been watched in over 120 countries, Heidi is again dazzling children with new adventures following the new 3D series’ broadcast this spring.
Johanna Spyri’s children’s classic is achieving excellent audience ratings among its target in Spain, Italy and Portugal – with above-average performances for all the channels on which it is programmed: Clan (Spain), Canal Panda (Spain and Portugal), Rai Yoyo and Disney Junior (Italy).
Heidi 3D’s success goes beyond the small screen. With her happy, optimistic nature, Heidi has already conquered numerous licensees in Spain, Portugal and Italy, which alongside Greece are the territories where Planeta Junior is managing the property.
Heidi 3D captures children’s imaginations with her tales and adventures. From 1st July, Spanish fans can enjoy these adventures at any time of day, thanks to the agreement signed with Big Picture, the series’ DVD distributor. Children can also enjoy playing with the dolls, soft toys and playsets featuring Heidi and her friends that Famosa, the property’s European master toy manufacturer, will release for sale during the 2015 campaign.
Other licensees who have spotted the potential of Heidi 3D in Spain include CyP in the gifts category, Claudio Reig, who will manufacture an entire collection of instruments – drums, guitars, melody microphones, electric keyboards, etc. inspired by the series, and Comansi, who will create non-articulated dolls of all the characters.
In addition to watching Heidi on TV and playing with her toys, the youngest members of the family will be able to wear the clothing collection by Ditexmed and hair, jewellery and other accessories by Lugar Difusión. Creaciones Jugavi will produce make-up and bath sets.
This year will see the return of the Johanna Spyri novel that gave rise to the first TV version of Heidi, Heidi’s Years of Wandering and Learning, adapted for Spanish pre-school audiences by publisher Editorial Planeta. Panini will also publish a Heidi magazine in the final quarter of this year.
In Italy, Planeta Junior is also managing a major licensing programme for Heidi 3D. In addition to Famosa, Cecchi Gori will launch the DVD in Christmas 2015, Edicart will publish a book featuring the new Heidi 3D design and Playpress will publish colouring activities for schools. In
2016, Mondadori will launch the DVD series along with the magazine “TV Sorrisi e Canzoni” and Cleanpaper will produce personal care products.
Still in Italy, in Ester 2016 Giochi Preziosi will produce crisps, sweetbread and oven-baked products for those who enjoy a treat and Walcor will manufacture chocolate coins and croissants.
Heidi 3D will become even greater in the coming months with new licensees in several categories in Spain, Portugal, Italy and Greece joining the project, ensuring that this IP will be more visible than ever in these markets, thanks to actions carried out at points of sale.