4Kids secures rights to Arthur

Firm bags licensing and merchandising rights to upcoming Luc Besson adventures.
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4Kids Entertainment has secured the licensing and merchandising rights in the Nordic territories to the forthcoming Luc Besson family adventure movies, Arthur and the Revenge of Maltazard and Arthur and the War of the Two Worlds.

The new deal will see 4Kids develop and manage licensing opportunities in Denmark, Sweden, Finland, Iceland and Norway for Arthur and the Revenge of Maltazard, which launches throughout the region on December 4th.

Arthur and the War of the Two Worlds will follow in 2010.

The licensing potential of the franchise has already been proven in France, where there are over 25 licensees and promotional partners on board including Lansay (toys), Ubisoft (video games), Cesar (dress-up), Tennessee (back to school), Panini (sticker albums), Sahinler (apparel) and Nestlé (cereals).

"Arthur and the Revenge of Maltazard has tremendous built-in brand awareness and appeal and is a huge favourite of families throughout the Nordics," said Sandra Vauthier-Cellier, MD of 4Kids. "We anticipate a very strong positive response to these sequels, along with the wide range of licensed products we'll bring to market in support of this franchise."

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