VEGAS 2010: Spin Master partners with Cartoon Network Enterprises
Spin Master, North America’s third largest toy company, and Cartoon Network Enterprises (CNE) have announced an exclusive partnership giving the cable network’s consumer products division all global licensing and merchandising rights for the firm's toy brands.
Building on the existing strategic partnership between the two companies that began in 2008 with the award-winning Bakugan brand, a co-production from Spin Master and Nelvana Entertainment, this deal will give CNE exclusive rights to create multi-category consumer products programmes for Spin Master’s portfolio of brands. The announcement was made by Adam Beder, senior vice president, Global Licensing and Business Affairs, Spin Master and Christina Miller, senior vice president, CNE at Licensing International Expo in Las Vegas, NV.
As licensing agent for Spin Master’s portfolio, CNE will be charged with building comprehensive consumer products and merchandising programmes for all of its brands, but three major brands will be the focus out of the gate. At this year’s Licensing Show, CNE has unveiled plans and is now actively seeking licensing partners across key categories for fashion doll brand Liv, upcoming Zoobles, and skate range Tech Deck.
“Spin Master is thrilled to announce this expansion to our partnership with CNE,” declared Adam Beder. “CNE and Spin Master share the same values and have an aligned commitment to partnership, innovation and execution. This combined with the unprecedented success we have shared since launching Bakugan in 2008 is the perfect segue into a long standing alliance to further develop Spin Master’s core brands into consumer product.”
“A major innovator in the toy marketplace, Spin Master has created some of the most exciting properties on shelves today and this announcement is a natural extension of a partnership that has already been very successful,” said CNE’s Miller. “We view this as a great opportunity to both increase our leadership position in the boys marketplace with brands like Tech Deck, as well as increase our involvement in the girls’ space with certain hits like Liv and Zoobles.”
For CNE, this strategic partnership with Spin Master is the latest in a series of third party licensing agreements across a range of categories. In addition to serving as licensing agent for the Nelvana Entertainment and Spin Master’s Bakugan brand since 2008, the company has also been named the agent for the PGA of America for the youth marketplace.
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