BBC Studios has announced major plans for Hey Duggee in Greater China, finalising an agreement with PPW Sports and Entertainment to act as agent and licensee in the territory.

The multi-year deal will see PPW represent the hit pre-school property across mainland China, Taiwan, Hong Kong and Macau, with rights including merchandise, family entertainment centres, live events, stage shows, digital, gaming, publishing, audio and English-language learning.

“Hey Duggee is a heartwarming brand that brings joy to its viewers, and also teaches them sound values that we hope our children will learn. We hope that this partnership will grow the brand even further, and enrich the Hey Duggee viewing experience,” says Ivan Chan, Founder and CEO, PPW Group, who signed the agreement with BBC Studios CEO Tim Davie.

“Since its launch in China two years ago, Hey Duggee has become a huge hit with Chinese audiences on digital platforms,” says Tim. “Its first year alone saw close to two billion views on SVOD and it continues to capture the imagination of children across the country. This deal with PPW will bring the show’s much-loved characters even closer to its fans in the region.”  

The partnership was announced as the 10th China-UK Economic and Financial Dialogue this week in London, co-chaired by Chinese Vice Premier Hu Chunhua and the UK Chancellor Philip Hammond. Minister George Hollingbery, Minister of State for Trade Policy at the Department of International Trade (DIT), UK, was also present to witness the signing (pictured top).