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Endemol Shine’s Humans launches English learning collab with Mint Reading in China

Endemol Shine China has detailed its first licensing partner for its popular series, Humans.

The first concept will launch across China from January 25th this year, less than two weeks ahead of the Chinese New Year. The news was announced by the local partner for the Humans brand, Mint Reading.

Mint Reading delivers English learning products via the WeChat platform that reaches over one billion users in China. Launched in June 2016, Mint Reading aims to help readers wanting to learn or improve their English, by aiding the reading of three to four English language books (or other English language content) over 100 days.

Scripts of Humans UK season one are divided into sections, providing ten minutes of reading each day. All dialogue in the scripts is from the original show and readers can also listen to accompanying audios in English.

Mint Reading has worked with a high-profiled sound studio for thousands of hours to insert the original dialogue and surrounding environment sound effects so that readers can immerse themselves in the story, and experience it as the characters do.

Themed chat groups will also be created to encourage active discussion among readers about the storyline and the show. Tutors will be on hand to help readers understand the content and strengthen key words and phrases.

William Tan, managing director of Endemol Shine China believes such form of edutainment benefits readers and make English learning more interesting. 

“We are really excited to have Mint Reading as our partner in a non-traditional way, forming part of our brand licensing strategy. Endemol Shine China’s expansion in brand licensing has proven to be successful with various licensing partnerships concluded over the last year such as our MasterChef event held in Hong Kong last November. 

"There are more products in pipeline this year from our brands in addition to Humans, including Mr Bean, Simon’s Cat, and MasterChef.”

In addition to the English learning materials, Mint Reading will also publish the scripts as print books after Chinese New Year. The books will be sold via their online shop, and other book selling channels in China.

With Ray Ma & Stephy Qi as leading roles, the Mandarin series of Humans is in post-production stage. It is a co-production of Endemol Shine China and local production house Croton Media, marking Endemol Shine China’s successful expansion into scripted business.

The story is based on Humans UK, as produced by Kudos for Channel 4 and AMC. The UK version’s launch in 2015 was Channel 4’s most watched drama for over 20 years and it has since been sold across 178 territories by Endemol Shine International. The company will also distribute the Chinese version internationally.

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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