2dream Licensing has opened the doors of its new subsidiary - Square Licensing.
The newly formed licensing agency will be dedicated to the Luv Me Buddies brand, with offices in London, Paris and Hong Kong.
It will manage licensing rights for both Luv Me Buddies and Luv Me Baddies in mainland Europe and Southeast Asia. It is expecting to announce deals with key pan-European and Chinese retailers before the end of 2011.
"Square Licensing is a joint venture company held between 2dream and toy and retail experts, the combined talents and experience of which will have great strength in these sectors," said 2dream's Armelle Madelin. "Reaction to the launch of Luv Me Buddies has been so strong among licensees and retailers that it makes sense to form a company dedicated to the brand and its characters."