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Nationwide contest from DHX Brands reaches millions around the world through social media, print news and a segment on Good Morning America

Halifax, NS – 11 December 2017 – DHX Brands’ Twirlywoos Dad Dancer of the Year 2017 contest, created to celebrate the launch of the Twirlywoos’ Musical Statues Great BigHoo toy (available at Argos), has come to an end after shining a spotlight on some of the U.K.’s best dad movers, groovers and shakers. After fierce competition, the Twirlywoos have crowned the winner: James Hardwell, of Clevedon, North Somerset!

colourful characters peek between the curtains. Twirlywoos logo

"I think when you have children and you dance, you think you still have the moves but instead, you've become a dad dancer,” said James Hardwell. “Now I'm U.K.’s Dad Dancer of 2017 and I couldn't be happier. My advice is to have fun, don’t take yourself too seriously or let life get you down. Dance, sing, laugh and enjoy time with your family!”

The contest reached 300 million¹ people worldwide through both social and traditional media, and was hosted on the Twirlywoos’ Facebook Page, where fans could cast their votes for submitted videos. The campaign garnered significant coverage in U.K. media outlets, including pickup in The Sun, The Daily Mirror, and The Telegraph, along with a variety of other regional print and online publications. The announcement of Hardwell’s win saw additional coverage in these outlets, as well as a feature in The Independent and a segment on ITV West Country. Most notably, the Twirlywoos’ Dad Dancer contest took flight across the Atlantic to land on U.S. morning entertainment show, Good Morning America, where Hollywood A-lister Will Ferrell, showed off his own dad dance moves.

“The Twirlywoos’ Dad Dancer campaign was a huge success,” said Debbie Walker, Brand Manager, DHX Brands. “Just like the Twirlywoos, dad dancers are silly and fun, and they love to move to the music. We’ve truly been blown away by the international interest and we send our hearty congratulations to James and our thanks to all the wonderful dancing dads who entered!”  

Fans of the Twirlywoos, Hardwell and his young children, Skye and Ava, enjoy watching the show on weekdays on CBeebies and will now be able to dance in their home with their very own Twirlywoos’ Musical Statues Great BigHoo toy. James also won £500 of Argos vouchers. The dancing toy, which is sure to get kids on their feet, is available at Argos, a key destination retailer for the brand.

The contest was backed by a Twirlywoos-branded survey, which found that most dads begin “dad dancing” at the age of 37, and Stayin’ Alive by the Bee Gees is the top dad dancing song.

Twirlywoos is a premium preschool license; the latest creation from renowned children’s TV creators Ragdoll Productions. The much-loved series is a top performer for CBeebies, with new episodes launched in November 2017. The Twirlywoos are four small, bird-like characters who are inquisitive, enthusiastic and always looking to learn something new about the world.

¹According to 72Point market-research agency

For more information, please contact:

Trade Media: Valerie Taylor at Valerie Taylor PR Ltd. +44 (0) 7889 666594

About DHX Brands DHX Brands is the dedicated brand management and consumer products arm of DHX Media Ltd. (TSX: DHX.A, DHX.B; NASDAQ: DHXM), one of the world’s leading children’s content and brands companies. 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 build and manage brands that captivate and inspire through engaging content, first-class distribution, quality consumer products, immersive live experiences and digital media. DHX Brands’ world-class portfolio includes Peanuts, Teletubbies, Strawberry Shortcake, Twirlywoos, Massive Monster Mayhem and In the Night Garden. DHX Brands has operations in London, Toronto, New York, Los Angeles and Hong Kong.


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