Entertainment One is set to acquire US-based brand and licensing agency, Art Impressions.
The move will position eOne’s licensing division – eOne Licensing – to handle brands across all divisions of the company including film, television, music and family.
The acquisition will also strengthen the entertainment company’s foray into pop culture and design-led brand management.
Launched in 1992 by Cindy Bailey, Art Impressions specialises in lifestyle brand creation across key demographics and handles popular brands including So So Happy and Skelanimals.
Bailey commented: "We are absolutely looking forward to joining the eOne team. It’s a thrill to work with eOne’s incredible network of international partners and we look forward to showcasing their brands in creative ways in the US marketplace and across the globe.
"We are also excited to work with the existing portfolio of eOne brands in the US such as recent acquisition Simon’s Cat and find new meaningful opportunities for So So Happy and Skelanimals. The possibilities are truly endless."
Olivier Dumont, MD, eOne Licensing and eOne Family, said: "This is a transformational period for our licensing business.
"Cindy and the team bring a wealth of knowledge and experience to our business in the lifestyle brand management world, particularly in North America which represents 65 per cent of their current business, and the combination of our portfolios and abilities means endless potential for growth.
"Art Impressions will truly illuminate the potential that the eOne infrastructure offers as our film, TV and music teams source the very best content which can now be brand-managed beyond traditional means of exploitation.
"Our all media rights management business can now provide our partners the opportunity to exploit content and brands at the highest levels across all markets."
Dumont concluded: "Lifestyle brands are being consumed by audiences around the world like never before and fans are sharing their experiences online.
"This creates a distinct brand awareness that we’re keen to channel. Our team is now well-positioned to develop and secure key brands that emerge from both the traditional television avenues and pop culture and digital space."
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