Celador mulls Roobarb & Custard food range launch

Roobarb & Custard, the animated children’s programme brand which has been revived with a new series on Five, could be extended into food.

Roobarb & Custard, the animated children’s programme brand which has been revived with a new series on Five, could be extended into food.

Celador International has the distribution and licensing rights for the classic children’s programme, produced by A&B TV, and is developing the brand off-air. It is speaking to food and confectionery manufacturers about creating Roobarb & Custard branded products and promotions. It is also looking at licensing the brand for toys, toiletries, clothing and a DVD.

Celador Roobarb & Custard brand manager Tina-Louise Phipps says: “The licensing programme is going to be extensive. With something like Roobarb & Custard, it would be a crime if we didn’t look at food.”

Celador has already struck a deal with Brand New International to develop a Roobarb & Custard stationery range, which will be available in UK retail outlets from 2006. Branded t-shirts and greetings cards are also on sale at retailers.Roobarb & Custard Too is broadcast at 8.45am on weekdays on Five, within the channel’s Milkshake strand.

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