Chorion delighted by double deal for Noddy

Toytown hero Noddy is to entertain another generation of toddlers after his owner announced the extension of a deal with broadcaster Five today.

Make Way for Noddy will be shown for a minimum of 30 weeks a year until 2012 under a new contract with Five, which started broadcasting the programme in 2002.

Chorion shares rose 4% today after it also unveiled details of a contract that will boost the presence of the Enid Blyton character in the United States.

The deal with Sprout – a new American pre-school network – is in addition to Noddy’s shows on US public broadcaster PBS KIDS.

Chorion chief executive Nicholas James said the new deals were a “huge boost” for the Noddy brand.

He said: “Noddy is now assured of a sustained high profile TV presence in its two largest markets, which is a pre-requisite for generating growth in licensing and merchandising revenues.”

As well as continuing success with Noddy, Chorion owns the rights to Agatha Christie’s novels and has a four-year ITV deal to screen Miss Marple specials. It also owns the Mr Men and Little Miss brands.

Chorion acquired the rights to the Enid Blyton estate in 1996, when it was known as Trocadero. Make Way for Noddy is currently broadcast in about 115 countries and has been a major driver of company profits.