Retro Children's Cartoons Appear on Mobiles

Celador International has secured the mobile rights to design a range of mobile content based around the childrens television cartoon series, Roobarb & Custard. The company has tapped edpic to develop the mobile content on their behalf. London-based edpic's exclusive mobile assets for the animated series include mobile video and wallpapers, on-pack short-code content sales - plus the show's iconic signature tune as a realtone and polyphonic ringtone.

Celador International has licensed the distribution and licensing rights from A&B TV Limited for the vintage series of 30 x 5 minute episodes as well as the new animated series of 39 x 7 minute episodes, which have been animated by Monster Animation in Dublin, Ireland.

The release of the mobile phone products follows the successful launch of Roobarb & Custard Too on Five's Milkshake slot in August, where the new series experienced phenomenal ratings success, matching the slot's highest-rated show, 'Bear in the Big Blue House'. Roobarb & Custard Too is also set to broadcast on Cartoon Network's Boomerang channel in the UK this November and has been licensed to Cartoon Network in the US.

Paddy O'Clery, managing director of edpic, said: "It's a great opportunity to add a bit of telly nostalgia to your handset. Major mobile operators are already showing a huge interest. Roobarb and Custard pushes all the right retro buttons."

Posted to the site on 5th December 2005