Bandai gets Pocoyo in US

ITV and Zinkia secure North America licensing deal with toy giant.
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Bandai America has been awarded the master toy licence in the US and Canada for pre-school hit Pocoyo.

Toys will begin to be available from autumn 2010 following the deal with ITV Studios Global Entertainment and Zinkia. Bandai is already the master toy for the property throughout Europe.

"As Bandai aggressively expands into the pre-school arena, we're looking for brands like Pocoyo, which is one of today's highest quality pre-school properties, much loved by children and parents alike," said Tor Sirset, VP of marketing at Bandai.

"Pocoyo embodies all of the characteristics we value as we grow our business: loveable, playful and fresh."

Aysha Kidwai, director of merchandising and licensing worldwide at ITV, added: "We are very glad to extend our international partnership with Bandai to the North American market; after establishing some key supporting broadcast partners in this market for Pocoyo we have every expectation that this will be a successful and long-term collaboration."


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