DHX BRANDS LAUNCHES PIONEERING IN THE NIGHT GARDEN WEBSITE AND APP WITH A MAJOR BRAND CAMPAIGN TO SUPPORT PRESCHOOLERS BEDTIME ROUTINE
Halifax, NS – 23 October 2014 – DHX Brands, the consumer products arm of DHX Media, has launched a major UK brand awareness initiative to help promote its new In the Night Garden website and website app, based around children’s bedtime routines and the disruption caused by the clocks going back later this month.
DHX Brands has teamed up with sleep expert Mandy Gurney from Millpond Children’s Sleep Clinic, to provide top tips on how to stick to a bedtime routine and how to prepare children for the clock change on 26th October. Immediate Media has also created a special bedtime activity booklet that is available as a downloadable pdf and as a special pull out in the current issue of the In the Night Garden magazine.
The highly successful PR campaign saw Mandy’s interview reach a potential audience of 1.2 million parents as it was streamed live and posted on a number of high-profile parenting websites, mummy blogger pages as well as on In the Night Garden’s Facebook page. (it can also be viewed at http://www.youtube.com/user/inthenightgardenuk)
The new immersive In the Night Garden website (inthenightgarden.co.uk) has a dedicated ‘Little Ones’ section specifically designed for pre-schoolers and is available both on desktops and as a downloadable app for mobile devices. It features two brand new games, plus songs and clips as well as a ‘Time for Bed’ section, making it the perfect partner for children’s bedtime rituals at the end of a busy day. With easy navigation especially for little hands, children can enter the magical world of the Night Garden and enjoy time with their favourite friends anytime, anywhere in a completely safe environment.
Victoria (Tor) Bushell, VP Global Brand Management, DHX Brands said: “Through the new website and the web app we aim to engage parents and pre-schoolers beyond the TV screen through an immersive, safe and age-appropriate digital experience. The ‘Time for Bed’ section specifically supports the role we already know In the Night Garden plays in the bedtime routines of many pre-schoolers. Our campaign supports this and aims to help parents navigate the clocks change in order to maintain those all-important bedtime routines’.
For more information, please contact:
Aimee Norman at DDA Blueprint PR for DHX Media +44 (0) 20 8985 4708 +44 (0) 20 8985 4708 or firstname.lastname@example.org
Notes to editors:
Research for In the Night Garden carried out by Opinion Matters with 1540 UK Parents.
Research for In the Night Garden magazine carried out by Immediate Media Insiders Panel 234 responses from parents with children 5 years and under
About DHX Brands
DHX Brands is the dedicated brand management and licensing arm of DHX Media Ltd. (TSX: DHX.A, DHX.B) (www.dhxmedia.com), a leading creator, producer, marketer and broadcaster of family entertainment. DHX Brands specializes in creating, building and maintaining high-profile global entertainment brands within the children’s and young-adult markets. With expertise in brand development, licensing, marketing and creative, we develop brands which captivate and inspire through engaging content, first-class distribution, quality consumer products, immersive live experiences, and digital media. DHX Brands’ world-class portfolio includes Teletubbies, Twirlywoos, In the Night Garden, Yo Gabba Gabba!,Caillou, Ella the Elephant, Johnny Test, Inspector Gadget, and Degrassi. DHX Brands has offices in London, Toronto and Los Angeles.
Immediate Media Co, the specialist interest content and platform company, creates compelling content on platforms that enhances the way people engage with what they love. With an exciting mix of market-leading brands, great talent and technology expertise, Immediate, one of the biggest consumer media businesses in the UK and the third largest magazine publisher, combines its reputation for editorial quality with an integrated approach to delivering multi-platform