Mothercare makeover for Teletubbies merchandise

Teletubbies products are to get a new look, with the creation of a range of merchandise aimed at babies including toys, books and clothes.

Mothercare has secured a deal to sell an exclusive range of baby clothes including pyjamas, sleepsuits and bodysuits featuring the “Teletubby Baby” look. The designs will use the outline shapes of the main characters Dipsy, Po, Laa Laa and Tinky Winky and softer versions of their colours such as light green, pink, lemon and lilac.

The Mothercare deal has been struck between BBC Worldwide, on behalf of the BBC, and Ragdoll, the production company responsible for Teletubbies.

The move follows research by academics showing that babies, as well as the Teletubbies core audience of toddlers, respond to the programme. Parents have also written to the BBC claiming the same thing.

BBC Worldwide will also produce a special Teletubbies book made out of fabric and a range of baby-friendly toys.

Chief executive of BBC Worldwide Rupert Gavin, says: “Parents have such confidence and trust in the Teletubbies for their toddlers that now they want to extend that experience to their babies.”

BBC Worldwide claims to have clocked up more than £100m in sales from merchandise and licensing over the past three years. It estimates that Teletubbies are worth about £1bn at retail.