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‘We are really looking forward to developing the master toy line for My American Friend in cooperation with Rainbow,’ says Simba.

Rainbow and Simba partner to launch toy line for My American Friend

European studio Rainbow has appointed Simba Dickie Group to develop a master toy line for its live action series My American Friend.

Toy vendor Simba will take inspiration from the TV series, and develop a line of toys based on fashion, music and role play.

Michael Sieber, CEO of the Simba Dickie Group, said: “With My American Friend we are adding a strong new property, which fits perfectly in our license portfolio.

“We are really looking forward to developing the master toy line for My American Friend in cooperation with Rainbow.”

My American Friend is Rainbow’s first live action TV series, designed as a girls’ property for the company.

Iginio Straffi, founder and CEO of Rainbow Group, added: “We are thrilled to be working with Simba, one of the world’s foremost toy companies, on this important project.

“My American Friend is an innovative, exciting and fun show and the master toy output will reflect that.”

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent some six years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@bizmedia.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobHutchins3 if ranting is your thing...

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