MAM
Fremantle signs more licensees for Cbeebies show
MUMBAI: FremantleMedia Enterprises (FME) has announced new licensees in the UK and Eire for their hit pre-school series Cbeebies‘s show ‘Tree Fu Tom‘.
The latest deals cover a wide range of partners and categories, including: Blues clothing for daywear; MV Sports for wheeled toys; Flair for arts and crafts; VMC for accessories and dress up; Gemma for greeting cards and party products; Ravensburger for puzzles; Egmont for annuals; and Rainbow Productions for character costumes.
The latest round of signings are in addition to current partners Giochi Preziosi, who are the master toy licensee, Random House for publishing, Aykroyd and TDP for children‘s nightwear and Character World for bedroom textiles and accessories.
A second series of Tree Fu Tom was recently ordered by CBeebies for 2013 and the show is also distributed globally by FME, finding audiences in a number of territories around the world including France, Australia and Latin America. With a global licensing programme underway as well as a complementary home entertainment strategy, Tree Fu Tom is one of the hot brands to watch.
FME VP UK licensing and retail Pindy O‘Brien said, “With a host of new licensees on board, a new series commissioned for CBeebies and some exciting new international TV distribution deals, Tree Fu Tom is proving to be a great success both on and off screen.”
Aimed at 4-6 year olds, ‘Tree Fu Tom‘ combines innovative elements of heroic action, fantasy and magic, coupled with unique interactive physical activity. Set in an enchanted world where movement creates magic, viewers are encouraged to interact with the show through physical actions that have been devised and approved by movement development specialists to assist in the development of children. Former Doctor Who stars Sophie Aldred and David Tennant voice the lead characters Tom and Twigs.
With animation by Blue Zoo Animation, Tree Fu Tom is a co-production between FME and the BBC for CBeebies. The executive producers for the BBC are Jackie Edwards and Alison Stewart; and Bob Higgins and Sander Schwartz for FME. Tree Fu Tom was created and produced by Daniel Bays.
MAM
Catch launches TVC for iodised pink rock salt push
DS Group expands beyond spices with campaign going live April 20
MUMBAI: A pinch of salt just got a personality and a prime-time slot to match. Catch Salt & Spices, part of the Dharampal Satyapal Group, has rolled out its first television campaign for Catch Premium Iodised Pink Rock Salt, signalling a clear step beyond its core spices and sprinklers play. Conceptualised by Dentsu Creative Webchutney, the campaign leans into a product-led narrative, aiming to build awareness in the relatively less-explored salt segment. The film goes live from April 20 across television and digital platforms, including social media and OTT, as the brand seeks scale and visibility.
Set in a neighbourhood play area, the TVC swaps hard selling for a slice-of-life moment. Two mothers chat while their children hover nearby until a young girl takes centre stage, confidently breaking down the origins and benefits of pink rock salt. The message lands softly but clearly: even everyday ingredients now come with a story.
The creative pivot reflects a broader shift in consumer behaviour. Salt, long treated as a commodity, is being reframed as a conscious choice part health cue, part lifestyle signal. By placing a child at the centre of the narrative, the film plays on the idea that awareness is no longer confined to adults; it’s trickling down, reshaping household decisions.
For DS Group, the campaign marks more than a product launch, it’s a category expansion. With Catch already established in spices, the move into salt positions the brand to tap into adjacent kitchen essentials, while reinforcing its long-standing thought that food is more than just fuel.
In a market where differentiation is often hard to sprinkle in, Catch is betting that storytelling and a dash of everyday relatability can do the heavy lifting.
