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James Bond meets Noddy and the Daleks

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1965-01-09 Guardian.jpg


James Bond, probably with a wry smile playing around that cruel mouth, has entered toyland. The International Toy Fair at Harrogate, which opens today, is showing for the first time 007 secret agent kits.

They contain four imitation weapons, all calculated to be useful for the infant fancying himself to possess a double-0 prefix, the licence to kill. Fortunately for domestic peace of mind, however, the kits contain no implements for the sadomasochistic interludes.

Bond finds himself in unlikely company. Noddy, Bugs Bunny, Dr Kildare, the Rolling Stones, and Dr Who and the Daleks are all competing for children's attention.

The British toy industry has done good businesss out of all this name-dropping ; and the men who see they get the names to drop are known as character merchandisers. They arrange to sell the name of a character, with the manufacturers usually paying a royalty of 5 per cent on sales, and they take for themselves a commission on the royalties.

Mr Victor Broadribb, managing director of Noddy Subsidiary Rights-Company, has the comfortable air of a character-merchandiser who feels he has a stake in immortality. Noddy has already notched up about 150 licences for the use of the name.

Hottest property

Mr Broadribb's colleague, Mr Walter Tuckwell, has perhaps the hottest property of the year in merchandising the BBC's Dr Who and the Daleks. About 25 toy manufacturers have Dalek licences, and some of them have been wise enough to produce anti-Dalek guns.

The fair is showing toys from 24 countries. Mr F. S. Mercer, the chairman, said last night that the directors were particularly pleased to welcome buyers from Germany, which once almost dominated the toy industry. According to the latest figures, imported mported toys from Germany worth Just over £500.000, but exported to Germany toys worth nearly £900,000.

Caption: King-size companions for a young visitor to the International Toy Fair yesterday

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  • APA 6th ed.: (1965-01-09). James Bond meets Noddy and the Daleks. The Guardian p. 3.
  • MLA 7th ed.: "James Bond meets Noddy and the Daleks." The Guardian [add city] 1965-01-09, 3. Print.
  • Chicago 15th ed.: "James Bond meets Noddy and the Daleks." The Guardian, edition, sec., 1965-01-09
  • Turabian: "James Bond meets Noddy and the Daleks." The Guardian, 1965-01-09, section, 3 edition.
  • Wikipedia (this article): <ref>{{cite news| title=James Bond meets Noddy and the Daleks | url= | work=The Guardian | pages=3 | date=1965-01-09 | via=Doctor Who Cuttings Archive | accessdate=19 April 2024 }}</ref>
  • Wikipedia (this page): <ref>{{cite web | title=James Bond meets Noddy and the Daleks | url= | work=Doctor Who Cuttings Archive | accessdate=19 April 2024}}</ref>