Mr Men and Noddy reach India
Chorion is expanding its growing global franchise for hit properties Mr. Men and Little Miss and Noddy by appointing Dream Theatre as its agent for the Indian subcontinent.
Dream Theatre Private Limited, an entertainment company based in Mumbai, has won the exclusive licensing and merchandising rights for Mr. Men and Little Miss and Enid Blyton’s pre-school character Noddy across India, Pakistan, Bangladesh and Sri Lanka.
Dream Theatre plans to introduce Noddy apparel, home furnishing, personal care, school bags, home video and other categories. It will also concentrate on licensing deals and merchandising promotions for the Mr. Men and Little Miss classic characters.
Melissa Tinker, SVP licensing, Asia Pacific at Chorion, says: “Chorion is excited that Dream Theatre is representing our Noddy and Mr. Men and Little Miss properties in India. Dream Theatre has been proactive in bringing new partners on board in key categories and we look forward to building the Noddy programme. Mr Men and Little Miss is new to this market, however, the support of Cartoon Network for both series one and two, paired with the brand’s proven success and universal appeal, means we are very optimistic.”
Noddy first appeared in 1949 in the classic book Noddy Goes to Toyland. Since then, he has appeared in countless adaptations for the screen and stage, sold more than 250 million books, and touched the lives of millions upon millions of children from all over the world. Today, the brand boasts annual retail sales of over £50 million, driven by 200+ licensees offering more than 1,000 individual products in over 100 countries. In celebration of the brand’s 60th Anniversary in 2009, Noddy In Toyland was launched, a brand-new 52 x 11-minute animated CGI series created by Academy Award-nominated Brown Bag Films.
With over 100 million copies sold worldwide, Mr. Men and Little Miss books have become a publishing phenomenon. The brand has inspired a comprehensive consumer products programme with over 280 licensees worldwide.
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