Fifi licensing heads back to Chapman

Rights revert back to firm from May, but Target keeps international TV rights.
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Target Entertainment Group is coming to the end of its partnership agreement with Chapman for the licensing rights to Fifi and the Flowertots - the licensing rights for the hit pre-school property will revert back to Chapman from May, although TEG will continue to represent the brand for international TV sales.

Since the launch of Fifi and the Flowertots at Mipcom in 2004, Target has signed over 50 licensing deals in the UK and has sold the series to broadcasters in over 162 territories.

"We have had tremendous success licensing Fifi and the Flowertots and have been instrumental in supporting Chapman Entertainment to help build the brand," said Helen Howells, global brand director at TEG.

"We'll be sad to say goodbye to Fifi but appreciate now is a good time for Chapman Entertainment to take over managing the property in-house. Target will soon be announcing details of its own in-house brands, which will launch at Mipcom Junior later this year."

Andrew Haydon, commercial and finance director at Chapman, added: "We have had a marvellous partnership with Target for the last five years and they, and in particular Helen Howells and her team, have been a huge partner in launching Fifi onto the world stage.

"Over this period, and with the launch of Roary the Racing Car, we have developed a strong in-house licensing team and the time is now right to move all licensing activity in-house.

"A real focus for us moving forward is to promote our products cross category and really drive bespoke retail propositions for both Roary and Fifi in the UK and internationally."

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