More than 60 partners have now been signed up to the EMEA licensing programme for Turner CN Enterprises' new boy brand, Generator Rex.
The firm is planning a high profile, event-led retail launch in August in the UK and from Christmas 2011 across the rest of EMEA.
Key partners include master global toy licensee Mattel, video games firm Activision and construction toy partner Mega Bloks.
UK partners include Blues Clothing (apparel), VMC (accessories), Pyramid (posters) and Finsbury Food Group (food and drink). Meanwhile, NV Belltex S.A is on board to produce a range of domestic products in France and Benelux; Blue Ocean Entertainment will be publishing a bi-monthly Generator Rex magazine in Germany; and Graffiti in Greece has picked up the licence for backpacks, trolley bags, paper stationery and gifting items.
In Turkey, Dogan Egmont is on board for publishing, audio and music categories, while Keskin Colour has the stationery licence.
"Generator Rex contains all the characteristics of an appealing and highly licensable boys brand and to have over 60 licensees on board at this stage in the lifecycle of the property bodes very well," said Alan Fenwick, VP of Turner CN Enterprises. "Generator Rex has a great story with a likeable and aspirational lead character and lots of cool gadgets, vehicles and weapons that can translate well to product.
"We have already committed to three series of the show and have a clear five-year franchise plan to support Generator Rex, not just for the launch, but as it establishes itself as a leading boys property for the future."