Mashimaro is celebrating its tenth anniversary this year and since its creation has gone from cult favourite to mainstream merchandise in the Korean market, with a licensing programme including plush toys, home accessories, jewellery, figurines and fashion accessories.
FME will represent the brand in the UK, Germany, France and Benelux utilising their brand building expertise and established worldwide network to launch and grow Mashimaro in these territories.
The firm will be primarily targeting the pre-school market, appealing to licensees in toys, games, gifting, apparel, homeware, food, plush, cosmetics and digital.
The acquisition of Mashimaro builds on FME’s portfolio of non-television brands, which includes graphic property Rebecca Bonbon. FME has secured multiple licensees across Europe, America and South America including French company Alpa, German company Trend Import, UK stationery company Blueprint and American cosmetics company Townley.
Nathalie Delin, VP licensing, France, FME, brokered the deal and commented: “We are excited to be bringing such a loveable character to audiences outside of Korea.
"Our experiences and learnings from building the Rebecca Bonbon brand internationally, coupled with FME’s strong local licensing expertise around the world, mean the opportunities are endless for this cute and cheeky character.”