BBC Worldwide opens second Teletubbies centre in China

LONDON - BBC Worldwide has launched a second Teletubbies play and development centre for children in southern China following the success of its first centre which opened in February 2006.

The centres offer entertaining and educational activities for children to develop early learning skills in a safe environment, and further enhance the profile of Teletubbies which has become a mainstream brand in the country.

Joyce Yeung, senior vice-president of sales and distribution Asia at BBC Worldwide, said: "The opening of the second centre is a significant symbol of the success of the brand among pre-school children in the country and we are hopeful that we'll be in a position to expand the centres further in the coming months."

The Teletubbies brand has continued to conquer new territories since the programme first aired 11 years ago. It has been shown in 120 countries and translated into 45 languages.

The centres are part of BBC Worldwide's strategy of collaborating with Chinese media companies and licensees on a number of the educational pre-school children's brands.

"China has the largest population of children in the world and so there is a constant demand for high-quality children's brands in the market," continued Yeung.

"We've had success with Teletubbies since its inception and the core ethos of learning through play has enabled us to facilitate an innovative interactive 'live experience' for children to engage with the brand."

A celebratory opening of the Teletubbies Play and Development Centre in Shenzhen City will take place on September 20.