Generator Rex licensing programme
More than 60 partners have recently been signed up to the EMEA licensing programme for Generator Rex, the latest smash hit boys brand from Turner CN Enterprises
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Generator Rex has already made its debut on the Cartoon Network channel in the UK, Spain and Italy and the EMEA broadcast rollout is now underway with discussions taking place to broadcast partners across the globe.
The consumer awareness that this high profile TV exposure provides will underpin exponential growth of the brand, which is set for retail launch in August in the UK, and from Christmas 2011 across the rest of EMEA.
An impressive roster of global and pan-European licensees includes master global toy partner Mattel, video games publisher Activision and construction toy partner MEGA Bloks, all of which are spearheading the licensing effort with an array of local partners who are developing specific product for their territory.
Included in the 60 licensees are UK partners Blues Clothing, on board to produce a range of apparel; VMC, who is launching accessories; Pyramid will be producing a range of posters and Finsbury Food Group Plc will be bringing a branded food and drink line to market. NV Belltex S.A is on board to produce a range of domestic products in France and Benelux; Blue Ocean Entertainment will be publishing a bi-monthly Generator Rex magazine in Germany and Graffiti in Greece has taken a license to produce backpacks, trolley bags, paper stationary and gifting items.
In Turkey, Dogan Egmont is confirmed as the licensing partner for the publishing, audio and music categories and Keskin Colour is on board for stationary.
Alan Fenwick, vice president, Turner CN Enterprises commented: “Generator Rex contains all the characteristics of an appealing and highly licensable boys brand and to have over 60 licensees on board at this stage in the life cycle of the property bodes very well. Generator Rex has a great story with a likeable and aspirational lead character and lots of cool gadgets, vehicles and weapons that can translate well to product. We have already committed to three series of the show and have a clear five year franchise plan to support Generator Rex, not just for the launch but as it establishes itself as a leading boys property for the future.”
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