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BBC Worldwide is ploughing more than £7m into marketing its

children's and learning business, with the launch of three children's

brands this year.

The marketing budget will be allocated through-the-line, and Tim Woods,

marketing director for children's and home learning, is close to

appointing agencies to strategic and tactical accounts for the first

time.

Much of the focus will be on building closer relationships with

retailers to optimise exposure for the brands. Since Woods joined in

July, he has restructured the marketing department so that the product

and marketing manager for each brand also has responsibility for a

particular retailer.

"We are trying to instill the mindset that their job doesn't stop when

the product leaves the warehouse," said Woods.

Joining existing brands such as Teletubbies, Tweenies, and Bill & Ben

will be three brands which will manifest themselves as TV programmes and

accompanying merchandise.

First to launch will be the revamped Andy Pandy, an animated show aimed

at mothers with nursery-age children. Andy Pandy will air first on

CBeebies, the digital channel, appearing on BBC One and BBC Two soon

after.

A range of Andy Pandy-branded videos, books, soft toys, clothing and

nursery accessories will become available in September.

Other programmes launching in autumn are a pre-school show with the

working title of Finders, and Ace Lightning, action comedy aimed at

six- to 12-year-olds, with merchandise aimed at boys aged seven- to nine

years old.

Woods added: "This marketing spend far exceeds any budget to date and

our visibility among our target audiences will benefit as a result."