HIT brings umbrella brand concept to U.K. retail

In an effort to capitalize on its recent corporate rebranding, London, England's HIT Entertainment has launched an umbrella consumer products program called HIT Favourites. The company's redesigned logo that evokes the image of a jack-in-the-box forms the centerpiece of the brand's new look, and packaging on all products will sport no fewer than four HIT characters, including Bob the Builder, Thomas & Friends, Pingu and Rubbadubbers. VP of consumer products and international marketing Katie Rollins adds that individual brand plans won't change, but pairing Bob with Kipper, for example, will give consumer visibility to lesser-known properties, especially at a time when shelf space for non-blockbusters is at a premium.