BLE 09: RDF appoints international Waybuloo agents

Merchantwise and Exim hired to help grow awareness of pre-school brand.
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RDF Rights has hired Merchantwise Pty in Australia as the international agent to develop the Australian and New Zealand Waybuloo licensing programme. Waybuloo will air on the ABC from December 2009.

Merchantwise will be speaking to key partners in the territory to secure licensing opportunities for Waybuloo to complement the existing partners, Fisher Price (master toy), Egmont (master publishing) and ABC Video for DVD rights.

RDFR also revealed that Exim Licensing has been appointed as the Latin American licensing agent for Waybuloo.

Diego Barassi, SVP marketing for Exim, said: “Waybuloo will become one of the most important pre-school properties across Latin America in the next few years with high potential of becoming an evergreen property.”

In addition, Kidz Entertainment is appointed to work with RDFR in the Nordic, Eastern Europe and Russia. Kidz Entertainment’s expertise in these countries will ensure RDFR builds long term programmes for the brands.

Angeles Blanco, head of international licensing at RDFR, said: “We are delighted to have all three agents on board and look forward to developing exciting and innovative licensing programmes with them. In Australia and Latin America we already successfully work together on Yo Gabba Gabba and Mister Maker. The agent’s local knowledge, relationships and contacts are unrivalled.”




With the support of Cbeebies and some key licensing partners on board from day one, Waybuloo is already highly ranked in the pre-school sector. We find out more.

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