BabyTV signs Asia-wide agency deal

Empire International Merchandising to act as L&M agent for the brand across Asia (excluding Japan).
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The new deal follows a year of growth for the brand within the region, including a partnership with the Hong Kong Bureau of Education; the launch of BabyTV’s My First Years Library DVDs in Singapore, Malaysia and Hong Kong; cross-promotions with key brands such as Beautex in Singapore and Wyeth in Hong Kong.

BabyTV has also increased its distribution with launches in Thailand and Australia and a daily morning block on free-to-air broadcaster aTV in Hong Kong.

Hubert S. Co, president of Empire, commented: "Baby TV is by far the most unique merchandising and licensing program targeting parents and their young infants and toddlers.

"The educational elements, and the emotional and fun aspects of the contents and broadcast can easily translate to wonderful consumer product lines for the small ones. We are extremely proud to be representing BabyTV and are confident that the Asian market will respond positively to BabyTV."

Ralf Kies, L&M director for BabyTV added: "BabyTV channel made its debut in Asia less than 4 years ago and has since seen great growth in the region.

"With over 30 years of experience in the licensing sector we have no doubt that Empire can develop an effective licensing program that will bring BabyTV to life across the region.”



BabyTV launched in the UK in 2003 and rolled out into international countries two years later in 2005. Within two years, the channel was available in all five continents.

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