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Preschool Licensing: Wildbrain Appoints Jakks Master Toy Partner for Chip & Potato

Extensive toy range based on global hit animated property will launch in Fall 2022, under partnership brokered by WildBrain CPLG

The Netflix hit Chip & Potato is getting both a third season and a new Master Toy Partner, says producer Wildbrain.

The company’s consumer products division, Wildbrain CPLG, brokered a deal that will see JAKKS Pacific appointed to develop a wide range of products across multiple toy categories for the popular brand.

“Preschool products and toys is a priority category at JAKKS and Chip & Potato is the perfect fit for our growing line,” said Virginia Reneau, SVP of Global Licensing at JAKKS Pacific. “We look forward to working with WildBrain to bring Chip, Potato and the rest of their friends to the toy aisle.”

The news comes as Netflix confirmed it will pick up 20 episodes for Season 3 as well as three seasonal specials. The original series is produced by Wildbrain and Darrell Macqueen, and first aired Netflix in 2019. It is also available on Netflix Junior’s Youtube channel.

Wildbrain CPLG says the Master Toy partnership with JAKKS Pacific will launch the brand from the screen to the toy shelf, as JAKKS Pacific develops a range across multiple toy categories, including plush, figures, playsets, and role play for North America, the UK and Australia. The launch for the range is scheduled for Fall 2022.

“Chip & Potato is a terrific example of WildBrain’s brand capabilities extending from development and production, through global distribution, to consumer products licensing,” said Michael Riley, Chief Brands Officer at WildBrain. “Chip & Potato has captured the hearts of kids and families around the world, and it’s been a delight to work with Netflix and Darrall Macqueen to deliver this original property to a huge global audience.

“We look forward now to extending that enjoyment off screen for kids with new toys from JAKKS Pacific.”

The hit show is co-produced by Darrall Macqueen, which is not, as one might think, an individual person. Darrall Macqueen is a multi-award-winning UK indie studio producing high-quality and innovative children’s and pre-school entertainment for major broadcasters around the world. Formed in 2000 by former Disney execs Maddy Darrall and Billy Macqueen, the company has a proven track record of devising and producing returning live action and animated series and has championed long-running serialised storytelling for under 7s, including the BAFTA award-winning live action drama Topsy and Tim and the 2018 BAFTA nominated CBeebies comedy drama, Waffle the Wonder Dog.

Produced at WildBrain’s animation studio in Vancouver, Canada, Chip & Potato follows Chip, a five-year-old pug whose life is about to change. She’s going it alone at kindergarten, play dates and sleepovers, and facing big life challenges without grown-ups. There to help and comfort Chip whenever she needs it is her best friend Potato: a little “toy” who she snuggles in her pocket. However, Potato is actually a real, living mouse who must be kept a secret.

Jasen Wright, VP of North America at WildBrain CPLG, says the show and the relationship between the characters makes it a natural for preschool toys.

“With its diverse characters, charming visual style and international fan base, Chip and Potato offers significant potential in the L&M space,” Wright said. “Welcoming JAKKS Pacific on board marks a meaningful first step as we unlock consumer products opportunities for this original property. JAKKS is perfectly placed to translate the fun, colorful and inclusive world of Chip and Potato into an imaginative toy range for young fans.”

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