LMI snaps up Cherry Girl

Samantha Loveday

By Samantha Loveday

June 24th 2009 at 10:14AM
LMI snaps up Cherry Girl

Company to handle worldwide licensing for MTV's newest character.

Licensing Management International has added MTV's newest character, Cherry Girl, to its portfolio, having been awarded the worldwide licensing rights.

Cherry Girl was originally introduced back in April through a 60" 'dreamlike' production, created by Ridley Scott's Associates, broadcast across MTV International, via MTV websites globally, mobile and through global affiliate partners.

MTV has global broadcast rights to this content in perpetuity and exclusive rights for 18 months.

Cherry Girl - who is meant to embody the belief that it is possible to lead a sexy, hedonistic, aspirational life, but which leaves a positive trace on the planet - has a blog which is translated into Mandarin, Arabic, Spanish, Turkish and Portugese, as well as a number of other languages.

The character is due to become the face of a wide range of MTV promotions, competitions, interviews and events. MTV is anticipating a global audience in excess of one billion in the first year.