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Hi-5 is a unique UK success story
Hi 5: Children's brand encourages active lifestyle

Kids Like Us makes Brand Licensing debut Kids Like Us, creators of the highly successful global brand Hi-5 will showcase its portfolio of property for the first time at Brand Licensing Show 2004.

LICENSING

Hi-5 is a unique UK success story

Kids Like Us makes Brand Licensing debut Kids Like Us, creators of the highly successful global brand Hi-5 will showcase its portfolio of property for the first time at Brand Licensing Show 2004.

Hi-5 is a dynamic group of five presenters from Australia who mix dance, movement and activity to produce an offbeat, cutting edge TV show. Hi-5 is the only UK brand combating the rising obesity crisis in children through all of its products and has successfully launched Hi-5 dance classes – Let’s Get Active with Hi-5, a first for the UK.

Hi-5 is a young brand introduced into the UK in early 200

3. It is becoming a UK phenomenon and the brand is growing fast. Hi-5 first aired as part of five’s early morning children’s program Milkshake! in February 2003. The program was an instant hit and now wins it time slot averaging 235,000 viewers per day.

Sony has released two Hi-5 CDs Boom Boom Beat and Celebrate, with a Christmas release of Its a Hi-5 Christmas on November 15. Boom Boom Beat to date is the No1 selling children’s CD sales of the CD have now topped 50,000 units.

Universal has released two UK DVDs, again with a Christmas release of Its a Hi-5 Christmas on 1 November. HI-5's debut VHS/DVD release Five Alive / Playing Cool went platinum in its first week.

Hi-5 toured in 2004 to 15 regions in the UK performing 108 shows. The tour was a sell out success generating a huge amount of publicity. Over 120,000 children came to see Hi-5 Alive In Concert resulting in fantastic merchandise sales at the theatres and through retails outlets. There are plans for Hi-5 to tour in 2005.

BBC Worldwide released in September the Hi-5 Interactive Magazine. This is a first for the UK where through an attached CD, Hi-5 take children through the music, games and fun in the magazine.

Hi-5 dance classes Lets Get Active with Hi-5 were launched in October through selected Cannons and Holmes Place Gyms with a view to rolling the classes out through 2005 into both chains.

Hi-5 currently has more than 15 UK licensees producing Hi-5 merchandise such as books, clothes, calendars, DVD and interactive games to highlight a few with many more in development.

hi5group.jpgHelena Harris, principal of Kids Like Us created Hi-5. In Australia, Helena's name is synonymous with successful Children’s TV and branding. Helena attributes the success of Hi-5 in the UK to "bringing something new and different to children that is vibrant encouraging imagination and adventure. Today children are more media literate and therefore their demands are higher. Hi-5 provides a positive and friendly environment for children to develop and realise their own potential, therefore taking an active part in life."

Globally Hi-5 is a phenomenal brand success. Hi-5 is currently shown in over 82 countries where it its estimated over 1m children a day watch Hi-5. Hi-5 has shown great results in the USA with the TV show, CD, DVD and are about to embark on their first tour of the USA in December.

Kids Like Us are exhibiting Hi-5 at Brand Licensing 2004 to promote the success of the UK brand so far and to develop it UK presence further.

Brand Licensing 2004 takes place from October 26 to October 27 at Earls Court 2, London. The Retail Bulletin will be featuring news stories from exhibitors in the run-up to the event and live from the show itself. For more information visit: http://www.brandlicensingexpo.com

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