DIC adds Bible brand

Worldwide merchandising deal for Mission City Press book property sealed.
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DIC Entertainment has secured the worldwide merchandising and interactive content rights for The Beginner's Bible from Mission City Press.

According to Playthings, the deal means DIC will develop branded products to extend the appeal of the book. These will include toys, apparel, accessories and an online web community for the brand.

The drive will primarily focus on pre-school children, with a secondary market of parents and grandparents. There will be a national marketing and promotional campaign backing it.

"The Beginner's Bible is a trusted, value-rich children's publication and DIC looks forward to creating a merchandise line that will take these timeless stories and bring them into a child's everyday life in a fun and engaging manner," said Andy Heyward, chairman and CEO.

"Our goal is to inspire kids around the world to develop a life of faith through a broad-reaching programme."

The Beginner's Bible was first published in 1989 and updated in 2005. To date, more than 15 million units have been sold.


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