The licensing program for preschool property 3rd & Bird is well under way with the newly announced appointment of master toy partner Fisher-Price and other core-category licensees.

The multi-year global deal with Fisher-Price, excluding Asia, will bring product to UK shelves for a spring/summer 2010 and covers preschool, infant and toddler toys, electronic and non-electronic plastic figurines, toys, vehicles, playsets and plush. A US launch is scheduled to follow sometime after that.

Additionally, BBC Children’s DVD will rollout the first of the series in March 2009 called 3rd & Bird: Bird’s the Word! in time for Easter at US$16.75. BBC Children’s Books is also set to create a range of storybooks, novelty and sound books that will launch in tandem with the first line of toys in spring 2010.

Other new UK licensees include Aykroyds TDP (nightwear and underwear for spring 2010), Roy Lowe and Sons (socks), William Lamb (wellies, slippers and trainers), Character World (curtains, beanbags, beanchairs, cushions, towels, ponchos, sleeping bags, fleece blankets, rugs for fall 2010), H&A (toiletries textiles, bath toys, accessories), Spearmark (homewares and lighting, tableware, lunch bags, water bottles) and Ravensburger (puzzles and card games).