DHX Brands builds live events offering

DHX Brands is planning to grow its global live events presence with the help of Millennium Entertainment International (MEI).

The agreement will see DHX boost its consumer-facing presence of its pre-school properties Teletubbies, In the Night Garden and Twirlywoos globally by developing a series of non-ticketed events with MEI.

“Strong live events are essential to building and growing a relevant consumer-facing presence with the pre-school demographic. DHX Brands’ colourful, iconic characters always draw a buzzing crowd when they appear, and we are very pleased to be adding to the offering with MEI for these territories,” said Danielle Tanton, live events and attractions manager at DHX Brands.

“With their decades-long track record of expertise in live events, MEI are a superb addition to the roster of leading licensees we’ve teamed with around the world to continue growing our brands.”

MEI will manage all costume character appearances, 20-minute shows and immersive shopping centre activations for all three of the brands across Hong Kong, Indonesia, Malaysia, Singapore, Philippines, Turkey, UAE, Qatar, Bahrain, Kuwait, Egypt, Oman and Saudi Arabia.

Nick Larkin, creative producer at MEI, added: “For almost 30 years, MEI has been creating experiences for young audiences to interact with brands, starting with non-ticketed mall shows and immersive and interactive experiences, and later building up to theatrical shows.

“Working with DHX Brands on these three preschool brands means that we can further interact with many young people across Asia and the Middle East.”

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 almost eight 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@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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