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Targetting newborn to 12 months with brand new extension

Halifax, NS - 30 September 2015 – DHX Brands, the dedicated brand-management and consumer-products arm of DHX Media ("DHX" or the "Company") (NASDAQ: DHXM; TSX: DHX.A, DHX.B), is launching a baby licensing programme based on its popular In the Night Garden property at BLE 2015. The brand extension will target babies 0-12 months with a gender-neutral style guide and soft colour palette.

DHX Brands will be targeting the core infant categories including toys, travel, feeding and bathing products with a look and quality that will appeal to both new and existing parents-to-be, grandparents and gift givers. Product is set to launch from Spring 2017.

Tom Roe, Commercial Director for DHX Brands said: “This is a natural progression for In the Night Garden as its fan base starts very young, as well as being already instantly recognisable to families with young children. We have also found significant demand from licensees and retailers for product catering to this age group. With a brand new style guide and muted colour scheme we believe this will be a very strong extension to the In the Night Garden brand offering.”

Originally produced by Ragdoll Productions, DHX Media’s In the Night Garden is a preschool phenomenon. It was the fastest selling preschool toy license of 2014 and it ended the year as the fifth largest preschool brand in the UK for 2014 (NPD Full Year 2014). It remains a permanent fixture in the CBeebies Bedtime Hour, and an integral part of many young children’s end-of-day routine.

The current licensing programme is going from strength to strength and DHX Brands has invested heavily to create the world of In the Night Garden for every fan. To engage with the show’s loyal fan base, DHX Brands has created fresh consumer touch points such as a brand new immersive website, a pioneering web app, and new social media platforms. It is also collaborating with Jo Jingles, the UK’s largest provider of pre-school music, singing and movement classes, to create a branded In the Night Garden activity programme for pre-schoolers.

For more information, please contact:

Aimee Norman at DDA Blueprint PR or +44 (0) 20 8985 4708

About DHX Brands DHX Brands is the dedicated brand-management and consumer-products arm of DHX Media Ltd. (NASDAQ: DHXM; TSX: DHX.A, DHX.B) (, 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, Make It Pop!, Slugterra, and Degrassi. DHX Brands has offices in London, Toronto and Los Angeles.


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