DHX to drive growth with new Rainbow Magic content.
The long-term, exclusive, worldwide agreement managed under the Mattel Creations division, covers multiple revenue streams and establishes the framework for DHX to produce and distribute a range of new, multi-platform content inspired by the highly popular property. New content under the agreement would be developed and produced at DHX Studios.
“We are delighted to once again team up with Mattel,” said Dana Landry, CEO of DHX Media. “Following on from our recently announced partnership around the celebrated Mattel brands, Bob the Builder, Fireman Sam, Little People and Polly Pocket, this new Rainbow Magic agreement continues to leverage the strong and highly complementary relationship that exists between our companies. Rainbow Magic enjoys enormous popularity with girls around the world, driven by the brand’s extensive publishing program, and we see this as a tremendous opportunity for DHX and Mattel to grow the brand to new heights worldwide.”
Catherine Balsam-Schwaber, chief content officer of Mattel Creations, said: “In our mission to accelerate and maximize content creation and distribution for the vast portfolio of Mattel brands, today marks another great step towards our goal of expansion and we’re pleased to grow our relationship with DHX even further.”
Under the terms of the deal, both partners look to collaborate together with DHX granted the exclusive worldwide right to develop and produce new content for Rainbow Magic, while Mattel will oversee global brand management and global toy rights. DHX and Mattel will also work together to mutually approve consumer product licensing activities for the Rainbow Magic brand for territories in which DHX has a consumer products presence.