4Kids signs up RollBots

Firm to handle licensing opportunities for new TV series; Mattel on board as master toy.
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4Kids Entertainment has become the worldwide merchandise licensing agent and marketing brand manager for new animated TV series, RollBots.

The company will be managing global licensing opportunities, working closely with all licensees of the RollBots brand, including recently signed master toy licensee Mattel.

RollBots is a computer generated animated action comedy with 26 episodes currently in production. It features perfectly round robots with arm and leg appendages that retract, allowing them to roll at extreme speeds on roller-coaster-like tracks through their world, Flip City.

"We see many of the same promising elements in RollBots - collectibility, transformation and racing - that we have in some of our most successful brands for this target audience," said Stephen Gould, co-managing director at 4Kids. "This is a wonderful property and a great licensing prospect."

The series premieres in the US and Canada in February 2009, with Amberwood Entertainment launching it to other territories at Mipcom marketplace next month.

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