More deals signed for Mr Men Show

Samantha Loveday

By Samantha Loveday

May 27th 2009 at 10:32AM
More deals signed for Mr Men Show

Chorion pushes property into new categories and new territories.

As it prepares to head to Las Vegas for Licensing International, Chorion has revealed a number of new partners for its Mr Men Show brand.

In the US, Fisher-Price, Sony and Penguin are poised to launch new toy, DVD and TV tie-in book lines based around the show in the autumn. The key categories are timed to roll out simultaneously with the premiere of season two on Cartoon Network.

Additionally, joining the domestic licensing programme are new partners Jay at Play for novelty room décor and Liquid Crystal for personal care items. Demand Made is also making apparel and accessories that are printed on demand via yerzies.com.

In the UK, where Mr Men boasts the third best selling plush programme and a hit apparel line, Martin Yaffe will be producing a range of electrical goods including hairdryers and food processors. The Corporate Clothing Company will develop Mr Men apparel for the souvenir market, while Blueprint has renewed its stationery deal and Euromark has signed on again for homewares.

Meanwhile, in Australia and New Zealand, the merchandising drive has grown to over 40 partners.

Qantas has renewed its partnership for a second year, with new Mr Men in-flight activity for kids, while Fonterra Brands will launch a new range of yoghurts in September, backed by an in-store consumer promotion.

CPLG is representing the brand in Germany, while in France Canal Toys has come on board as partner for arts and crafts. Master toy licensee Fisher-Price launched its collection in January.

A TV tie-in publishing programme has also been developed with Egmont (UK) and Hachette (France) to launch a range of books later this year.

"The Mr Men franchise continues to gain momentum in line with our most ambitious aspirations," said Eric Karp, EVP of global licensing and merchandising at Chorion."