Sunday, January 12, 2020

Siso Toys UK to Launch '44 Cats' Toy Range in February 2020

Siso Toys UK, the new subsidiary of the Simba Dickie Group, has announced the PAWsome news that it is planning to launch its brand new 44 Cats toy range n February 2020 to massive demand, with fans wanting to get their hands on their favourite 44 Cats characters.


The launch range of 44 Cats merchandise includes collectables, 3" figures accompanied by an accessory such as the musical instrument they play in the show, playsets and plush toys. The twin-pack figures have a colour change feature that reflects the superpowers of each cat. Playsets themed around each character will include an exclusive 3" figure plus a bowl of spaghetti and meatballs, the favourite dish of the feline bandmates. A plush line of 5" basic plush will be launched, along with four 8" musical plush that play the show's theme song

The Autumn/Winter 2020 range will expand into larger playsets, vehicles and musical roleplay. Siso Toys will be supporting 44 Cats with an extensive marketing plan comprising TV, YouTube, influencers, digital and PR activity. Siso will also be partnering with retailers on bespoke activity to drive sell-through.

Simba Dickie Group is the exclusive distributor of merchandise inspired by the brand for Europe and the Middle East.

Multi-territory consumer product deals are already in place, with leading partners Artsana, Ravensburger, Clementoni, John Toys, Amscan, BIP Holland and PEZ all developing a wide range of consumer products, while Aykroyds TDP, Dreamtex, Redan Publishing and Fashion UK are on board in the UK.

Additionally, Toy Plus is master toy partner, boasting an extensive product line based on the show's key elements - music, creative play patterns and collectability. Unitoys is exclusive distributor for Russia, and Bandai America distributes the toy line in the US and Canada.

Set in the world of animals, 44 Cats follows the daily adventures of Lampo, Milady, Pilou and Meatball – four adorable kittens who are part of a music band named The Buffycats.

The protagonists live and play in the Clubhouse, a garage beside old Granny Pina’s house. Their adventures explore the themes of friendship and altruism: the four cats love helping others and always find creative solutions to everyday hitches and help other cats in need. The series promotes positive attitudes and conveys educational messages dealing with important themes such as tolerance, diversity and solidarity in a funny way.


44 Cats made its world debut on Rai Yoyo in Italy on Monday 12th November 2018. Nickelodeon International acquired the broadcast rights to the series in May 2018, and has been rolling the animated series out on Nickelodeon channels and branded blocks around the world, excluding Latin America, throughout 2019. The series was recently renewed for season two.

Season two of 44 Cats will contain 52 x 13-minute episodes, bringing the number of episodes of the series up to 104 x 13 minute episodes. The second season of 44 Cats is expected to be delivered soon.

44 Cats is inspired by the very popular Italian kids song "44 Gatti", which, in 1968, won the 10th edition of the Zecchino d'Oro and has since entered the collective imagination of Italians.

44 Cats is the first Rainbow Group production jointly developed with Bardel Entertainment, the Canadian animation studio it acquired in 2015, and jointly produced in collaboration with Antoniano Bologna and Rai Ragazzi, and combines great music and edutainment with high quality animation. The series also marks Rainbow’s (Winx Club, Regal Academy, Club 57, Mia and me, Maggie & Bianca Fashion Friends) inaugural foray into preschool programming.

44 Gatti become the most watched Italian-produced cartoon of 2018 when it debuted on Rai Yoyo on Monday 12th November 2018, recording record ratings of 527,000 viewers and a 2.71% audience share, helping Rai Yoyo to continue to be the most watched children's channel in Italy! Since its debut, 44 Gatti has also held the record for the highest viewing share amongst children aged 4-7 years, reaching 16% and an average audience of 350,000 viewers in the 19.15 timeslot.

In the UK, 44 Cats premiered on Nick Jr. UK & Ireland in March 2019 and has since launched on FTA channel Pop. With prime scheduling, the viewership has been building each month and the show is consistently ranking as a top five preschool show. 44 Cats also premiered on Netflix in December 2019 with the first full season of 52 episodes available on the streaming platform, along with content on the brand's YouTube channel.

2020 will see 44 Cats lead a worldwide campaign to support responsible pet adoptions alongside several pet care associations. A host of edutainment activities and events promoting social responsibility are also planned.

Viewers can visit the official 44 Cats show website at 44cats.tv to find out more about the show and its musical stars, as well as watch exclusive video clips, play pawesome games and download purr-tastic activities.

From Toy World Magazine:

Exclusive: Toy World discusses 44 Cats with Siso UK

As master toy licensee for 44 Cats, Toy World spoke to Siso Toys UK marketing manager, Mayur Pattni, on Siso’s new toy range launching in Q1.


“Rainbow’s 44 Cats is currently among the top shows across all of Nickelodeon’s platforms, including Nick Jr. and Nick Jr. Too, and has got off to a phenomenal start in each broadcast territory, with incredibly strong ratings in the UK. The recent audience split is 60% boys and 40% girls, making it a gender-neutral proposition with widespread appeal. The show went free-to-air on Pop in September and early reads are very encouraging.

Our product line will appeal to feline fans, showing off the cute characteristics of the 44 Cats bandmates. In the collectibles category, we have a range of mini figures hidden inside bright orange dustbins; each figure will retail for £3.99. There are 12 feline figures to find and collect within the first wave. We also have an assortment of eight basic figures priced at £7.99, covering each of the Buffycat band mates and their signature accessories.

Three play sets are available based upon either Lampo, Pilou or Milady. Each is themed upon that particular cat’s personality, and comes with an exclusive mini-figure and a dish of spaghetti and meatballs, the Buffycats’ favourite meal. The twin pack colour-change cats reflect the super-powers mentioned earlier and are really fun. There is also a plush line. The basic plush is 5” tall (12.7cm), while the 8” (20cm) plush have musical features.

The range will be available to view in Hong Kong, but the major unveiling will be at London Toy Fair in January. 44 Cats will benefit from a large dedicated area on our stand. Rainbow is providing massive support in building out the brand while we develop and market the toy range. It’s very much a collaborative effort, and I’m excited to see how the line is received at launch.”

To read more about Siso’s full range and marketing plans for 44 Cats in our December issue, click here.

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More Nick: Rainbow's '44 Cats' Renewed for Season Two!

Originally published: Monday, January 06, 2020.

Sources: TNP.MEDIA, Toy World Magazine.

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