ITV Studios Global Entertainment has signed a new UK consumer products partnership with Playmobil and Method Animation for the new TV animated series, Super 4.
As the toy firm celebrates its 40th anniversary alongside the launch of the new series, ITVS GE is developing a licensing programme targeting both young fans and adult collectors of the brand.
Focusing on the retro appeal of the Playmobil brand, the adult range will include specially designed gifts and accessories, while the kids' line will include categories such as apparel and publishing.
The new lines will target department stores, speciality and mid to high retail distribution, joining existing licensees Redan and Hallmark.
Trudi Hayward, SVP, head of global merchandising, ITVS GE, said: “This partnership marries three respected brand names from the worlds of children’s toys, digital gaming and entertainment.
"The strong appeal of Playmobil is driven by enduring brand values and in the expert hands of Morgen Studios and Method Animation, Super 4 is sure to build on and complement that legacy.
"Playmobil is a significant addition to our portfolio of third party M&L representations and we look forward to working with Playmobil and morgen studios here in the UK.”
Axel von Maydell, president of Morgen Studios, added: “We are looking forward enormously to bringing this worldwide, multi-generational cultural phenomenon into a creative and fun storytelling experience for children.
"With the expertise of Method Animation, we are sure this action-adventure series will both be loved by Playmobil fans and also bring Playmobil to an even wider audience.”
Extending the reach of the Playmobil brand, Super 4 is an action-adventure series of 52 x 11min CGI episodes, co-produced by Method Animation and Morgen Studios.
Aimed at girls and boys aged five to nine, it follows the adventures of Alex the Knight, Ruby the Pirate, Agent Gene, Twinkle the Fairy through five different worlds, each inspired by the Playmobil universe.