Further milking of the cash cow

Christmas is coming and the Stig is getting stuffed. Actually its just a doll version but the message is still very much the same.

I’m still not 100% certain of the timing of the start of series 12 of Top Gear - it’s either at the end of this month or the very start of next - either way it will finish near Christmas.

On the flip side the timing of a new licensing partnership between BBC Worldwide and Wow! Stuff that will see a range of new TopGear toys released by Autumn 09 - is well planned.

The deal will see a doll of the The Stig made as well as other toys, gifts and gadgets for the already very well milked hit show.

But I would rather this than advertising. It’s better that the BBC fill any funding gap, and help keep the licence fee low by selling fringe marketing materials for its hit shows - than demand to carry advertising or go subscription based.

Initial product line plans include remote control cars, novelty gifts, desk top toys and a hotly anticipated doll of the Stig – all due to hit retailers in Autumn 2009.

Other new deals include a toy and game range for Marks & Spencer licensing to Peter Black Holdings, which will hit shops this October.

Apparently there is also a deal with Kinnerton Confectionary that will include celebration cakes (from January 2009) and childrens lunch bags/water bottles.

What this really proves though - other than the fact that JC has clearly and obviously just signed a new deal giving him more of the TG Wordlwide profits - is how many kids actually watch the show.

I know I sit down every Sunday and watch it with my five year old lad.

I guess we can now look forward to ‘the amazing adventures of Stiiiiig’ on CBBC within the next six months.

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