Parthenon and Entara will now be known under one brand name, following on from the former's acquisition of the UK rights company late last year.
All of Entara's properties including The Magic Roundabout, Domo, the Puppy in My Pocket toy brands, Habbo, Jakers and Those Scurvy Rascals will be managed within a Parthenon Entertainment Group structure, which includes both a factual and children's IP portfolio.
"After a lot of internal discussion and debate, we decided to have one brand under which to operate both Parthenon Entertainment's and Entara's programming and property portfolios," said Carl Hall, CEO.
"The decision was made to adopt the Parthenon name as the board felt it had a wide resonance in the international marketplace. We look forward to growing the group's activities further in 2008."
In addition, the firm has appointed brand and licensing consultant Caroline Mickler to advise and assits in building licensing opportunities. Mickler also represents The Beatles and kids' animation series Horrid Henry.
Prior to setting up on her own, she was managing director of Polygram Licensing. She was also previously joint MD at Copyright Promotions International.