Donkey Hodie | Source: Fred Rogers Productions

Jada Toys continues its expansion beyond die-cast and R/C.

Following the launch of its B-Kind Dolls, its direct-to-consumer NEXT Level platform, and a range of Universal Monsters Action Figures this fall, the company inked a deal with Fred Rogers Productions to create a range of toys inspired by the PBS Kids series, Donkey Hodie. Licensing Street brokered the deal as the newly appointed licensing agent for the Donkey Hodie brand.

Under the new agreement, Jada Toys will serve as master toy licensee and will develop figures, plush, playsets, vehicles, dolls and doll accessories, electronic learning aids, and musical toys based on the puppet-based series inspired by Mister Rogers’ Neighborhood.

“We are honored to be part of the Fred Rogers legacy and excited to base our toys on this charming, new property that introduces children to the wonderful and valuable themes of resilience and optimism through catchy songs, meaningful dialogue, and outstanding puppetry,” says Amy Austin, vice president, licensing and marketing, Jada Toys.

Related: Jada Toys Goes Green with B-Kind Doll Line

Geared toward kids ages 3-5, Donkey Hodie is set in the whimsical land of Someplace Else. The series follows the titular Donkey Hodie, an enthusiastic and charming go-getter who takes on each day with curiosity, resilience, and sincerity, and her pals: Purple Panda, her loyal and empathetic best friend who wears his big heart on his sleeve; Duck Duck, a practical, quick-witted young mallard who loves to figure things out; and Bob Dog, an energetic and eager canine who is always ready to fetch a ball or boogie to music. Fred Rogers Productions says that the series is “designed to empower kids to dream big and overcome obstacles in their own lives, to work hard and persevere in the face of failure, to be resourceful and discover they can solve problems on their own — and to laugh themselves silly along the way.” The series was created by Adam Rudman and David Rudman, co-founders of Spiffy Pictures, and developed by Ellen Doherty, chief creative officer for Fred Rogers Productions.

Jada Toys’ debut line of Donkey Hodie toys is expected to hit retail next year.

About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.