Care Bears racks up international deals

Brand makes Japanese debut, while Australian agent also signed up.
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American Greetings Properties has notched up a number of new licensing deals for its Care Bears property.

Mindworks Entertainment has become the exclusive Japanese licensing agent, marking the first time that the 25 year-old brand has been officially licensed in that market.

It will launch at retail with high-end collectibles, fashion apparel and accessories, stationery and customised mobile content. By the end of this year, official Care Bears licensed goods wll be sold in key retailers such as Village Vanguard, Sony Plaza and Kiddyland.

Meanwhile, over in Australia, Wild Pumpkin is working with Hardy Marketing Solutions for a campaign to celebrate Care Bears' 25th anniversary.

CGI feature film Oopsy Does It will make its Australian debut in November, with a significant promotional push by kids' charity Starlight Foundation. Additionally, every major retailer is participating in some way with the 25th anniversary.

"We've successfully licensed and marketed this brand in more than 70 international territories, with retail sales topping $2 billion worldwide over the past 25 years," said Donna Bruschi, director of international licensing for AGP. "Now with Care Bears official entrance into Japan and fortified presence in Australia, this brand can truly be called a worldwide sensation."

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