GOSH how absolutely wizard. In what could be an awfully big business adventure the Trocadero company, owner of the massive entertainment and shopping complex in Piccadilly Circus, paid Pounds 14 million this week for the literary estate of Enid Blyton.enjoying a resurgence of popularity. Long considered outdated and politically incorrect, Blyton has the potential to be a money spinner once the boys and girls in merchandising start milking the nostalgic appeal. Given enough marketing hype Noddy, Big Ears and the Famous Five could soon pose a formidable challenge to the leaders in toytown merchandising.

Trocadero is financing the deal with a share placing worth Pounds 30 million sterling. With the Famous Five now on board, will executive share options give way to jam sandwiches and ginger beer? Probably not.