Rainbow secures Mia and me partnership with Mattel

Published on: 7th June 2012

Rainbow has secured a licensing partnership with Mattel for toy rights to its new girls property, and animated television series, Mia and me.

Holly Stein, vice president of licensing acquisitions and business development at Mattel, said: “We’re excited to have secured this license with Rainbow, and look forward to being a part of the property launch and merchandising program.”

Bettina Koeckler, senior vice president and general manager global consumer products at Rainbow, added: “Mia and me is an exciting new property for Rainbow and we are thrilled to have secured Mattel as our toy partner. Their enormous experience and success at retail makes them the perfect fit for the brand.”

In addition to Mattel, a major licensing programme is already underway for the property with international licensing partners on board including Panini, Unilever Germany, Belltex, Clementoni, Schmidt Spiele and Egmont. Consumer products are set to be available from summer 2012.

The animated series is a hybrid of live action and CGI animation aimed primarily at five- to eight-year-old girls. More than 50 territories globally will launch the first season of 26 episodes in 2012.


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