DHX Media inks new Rastamouse cheese deal - Licensing.biz

DHX Media inks new Rastamouse cheese deal

Popular TV show character to become new face of Dairy Maniacs Cheddar Stix.
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DHX Media has penned a number of new licensing deals for its Rastamouse kids’ TV property, including branded cheese packaging and phone cases.

Rastamouse will become the new face of Dairy Maniacs Cheddar Stix, an unprocessed natural cheddar snack for kids, thanks to a deal with First Milk.

Packs will be available from this month in selected Asda stores across the UK.

Other deals include one with Cover Yours, which has been appointed to develop a range of Rastamouse phone cases, iPad and tablet covers, as well as phone, laptop and game console skins. This range will be available from Q3 2012 onwards. 

Activity for Q3 of 2012 also included the launch of additional book sets from Macmillan, a summer single, a CBeebies radio show and several high-profile live appearances. There will also be a DVD arriving via Universal, while Immediate Media is publishing a monthly Rastamouse magazine and Character Options is releasing additional skus to complement Rastamouse plush toys, adding play-sets and musical toys to their current line.

“Dairy Maniacs is the perfect promotional partner for Rastamouse," said Sabrina Ironside, VP of worldwide marketing for DHX/W!ldbrain Entertainment.

"Creatively, it is a true organic fit that will build upon the trusted foundation we have already established with families and Rastamouse fans.”

Angeles Blanco, director of international licensing at DHX Media, added: "This promotion signals our first move into the food and beverage space. As we join the ranks of other iconic brands that have been associated with Dairy Maniacs Cheddar Stix, this promotion will support our rapidly growing licensing program and will contribute to the success that Rastamouse is already seeing at retail.”

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