Chorion reveals new partners for Olivia

Toy Box, Rock, Paper, Pencil, Bakery Craft and Headstrom among additions to stable.
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Chorion has secured several new licensing partners for its Olivia pre-school property.

An interactive ebook of Olivia Acts Out will launch later this month on iTunes, followed in April by a range of Olivia audio books from Toy Box. Also new in publishing, a collection of branded Sound and Look & Find books from PIL will arrive in September.

The second quarter of 2011 will see a new stationery line from Rock Paper Pencil arrive exclusively in Toys R Us, along with a new range of Fruit of the Loom Olivia packaged underwear.

A cake décor line from Bakery Craft will be available from the autumn, while Rubie's will design a regular and deluxe costume range in time for Halloween. Meanwhile, Headstrom has been signed for Olivia sports balls, sports toys and pool toys, while Carson Dellosa will be developing a line of themed classroom activities for launch in January 2012.

"We're excited to bring innovative product to retail this year and look forward to seeing little girls engage with their favourite character in new ways," said Bob Traub, SVP licensing for the Americas at Chorion. "The property continues to grow in the US and we look forward to working with new and existing partners in order to take the brand into new categories."

Global master toy licensee Spin Master will launch its Olivia ranges this year, backed by a hefty TV ad campaign and promotional in-store marketing.



Since going private last year, Chorion has quietly been building up its portfolio. Now it is ready to shout from the rooftops about its forthcoming line-up, which includes more Noddy activity, as well as the launch of Mr Men and Famous Five projects.

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