Chapman Entertainment has revealed that Tomy will be the master toy licensee for its new property Rah Rah the Noisy Lion.

The five-year agreement gives Tomy distribution rights in the UK, France, Benelux and Germany. The company also has global manufacturing rights (excluding the US) for plush, arts & crafts and infant pre-school products. These include figurines, play-sets megasketcher and soft toys.

All products are expected to be on shelf in late 2011.

Originated by Mackinnon & Sanders, Rah Rah will be produced by Chapman and has already been acquired by Cbeebies.

With the help of the audience, Rah Rah and his friends - including Toot Toot the Elephant, Num Num the Giraffe, Snap Snap the Crocodile, Nee Nee the Zebra and Hoo Hoo the Monkey - solve noisy mysteries in the Jingly Jangly Jungle.

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"We have a strong vision for Rah Rah and we are pleased to welcome Tomy into the Chapman family," said Valerie Fry, director of licensing at Chapman. "They have a fantastic reputation and their product line has huge potential. This is a very exciting time for the team and we are confident of great things."

Joanne Gray, head of European marketing, added: "The brand promises to offer something new and different to pre-schoolers and we are committed to doing a fantastic job of bringing the brand to life in our toys.

"We benefit from having years of expertise in developing pre-school licensed toys across a variety of product categories and have some great concepts in the pipeline. We are really looking forward to bringing these to market in 2011."