Brainytoys seals Hummer deal

US firm inks worldwide licensing agreement for iconic off-road vehicles.
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US-based toy developer Brainytoys has signed its first worldwide licensing deal to create a line of products using the Hummer brand.

According to WA Business News, the firm will be able to develop Hummer branded products using standard electronic and mechanical drive systems, plus remote control technologies sourced from General Motors' Enertec Division, as well as Brainytoys' own suite of innovative play patterns.

"This agreement is Brainytoys' first worldwide agreement, opening up substantial world markets for our Hummer product line," said Alex Aguero, MD.

According to the report, the company is also currently negotiating its biggest licensing deal to date, which would see it becoming the master toy licensee for a significant US brand.

"Our licensing advisors in the US estimate that this brand could potentially be worth over $100 million in retail sales over the next few years and the opportunities open to Brainytoys are significant," added Aguero.

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