Independent producers Moi j'aime la television (MJTV) and Helion Pictures are continuing to expand the reach of its TV show Genie in the House, appointing former Chorion man John Collins as brand consultant for the property.
Collins was most recently at Chorion, where he launched Noddy on PBS in the US, The Mr Men Show and Say It With Noddy across Europe and new property Olivia to the European TV and licensing industry.
He also enjoyed a stint at BBC Worldwide, working on properties including Tweenies and Balamory.
In his new role, Collins will be working closely with MJTV's Phil Ox and Helion's Steven Bawol, exploring ways to exploit the Genie in the House brand across merchandising and other media. This will include music and book publishing, video games, toys, homewares, stationery and education language learning.
"We are delighted that John is on board as a consultant for Genie as he has a wealth of experience and knowledge in licensing children's properties," said MJTV MD Ox. "We have a striking new style guide which highlights the diversity of Genie and we are looking forward to rolling out the brand into new areas of merchandising."
Collins added: "Genie in the House is an exciting property. The television show is an established hit, but the brand has yet to be exploited fully. We look forward to working with new partners to establish the brand across all media."