Simba wins master toy deal for Matt Hatter Chronicles

Published on: 5th August 2013

Platinum Films has awarded the Simba Dickie Group the Master Toy licence across EMEA, CEE, Russia and India for Matt Hatter Chronicles.MattHatterToys300

This pan-regional master toy deal is the latest in a succession of broadcast and commercial signings which has seen Matt Hatter Chronicles emerge as one of the fastest growing boys’ global franchises of 2013.

Uwe Weiler, Simba Dickie Group COO, commented: “For the Simba Dickie Group this is one of the biggest projects for the coming years. We believe that the fabulous content of the Matt Hatter story and the cooperation with the unbelievable creative film team of Platinum will be a wellspring for many innovative and successful toy products.”

Simba will develop, manufacture and distribute an innovative toy range targeted at boys aged 5–10 years, which infuses 3D ‘Multivision’ features and ‘Hero Hatter Tech’ unique to the Matt Hatter brand. The toy line will include action figures, vehicles, role-play items, playsets, remote control vehicles and die-cast.

The 2014 toy launch will be supported by TV advertising, a high profile PR and marketing campaign and immersive digital content to give Matt Hatter a prominent brand presence on-air, online, at retail and in the media.

Nigel Stone, Platinum’s CEO, commented: “We are immensely proud to be partnering with the Simba Dickie Group for the multi-territory roll-out of Matt Hatter toys. Simba is a leading toy specialist and has an acute understanding of the global toy and retail market. Their expertise and passion, coupled with an established TV presence and pent-up consumer appetite from ‘Hatter Fans’ worldwide, is a powerful combination and I’m confident this partnership will further strengthen Matt Hatter Chronicles as a successful global entertainment franchise.”

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