Kidz Entertainment expanding in Russia

Territory is "big priority" for firm over the next few years.
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Kidz Entertainment/EEMC is looking to increase its presence, and success, in the Russian market.

Co-owner and director of entertainment, Claus Tomming is spearheading the drive, spending significant amounts of time in the Moscow offices.

This has already led to a deal which will see Fifi and the Flowertots launching in the most sought after children's timeslot in Russia; the 6pm slot, which is known as 'Goodnight Kids'.

Fifi will launch in the summer and run for three years.

In addition, the team have also signed the first ever direct to retail deal in the territory. This will see more than 20 Ice Age 3 products going on sale in the 1,500 stores owned by X5, the biggest retail group in the country.

The promotion will tie in with Fox pushing the movie and subsequent DVD release.

"Russia is a big priority for us over the next few years," said Tomming. "Licensing has huge potential there, purely because there is virtually no brand heritage. Russians did not grow up with familiar brands in the way that people did in the West, so it's something of a blank canvas. Nobody knows what will make it big there.

"You have to understand the unique trading conditions that exist in Russia and I'm lucky in that we have an excellent Russian team who have offered me invaluable advice and assistance," he continued.

"You can't just treat Russia like any other market - the Disney Channel was recently refused the right to broadcast there, an unimaginable situation elsewhere. I'm there to reassure people that we have a real commitment to Russia and that we are there for the long-term. It's been a very rewarding experience so far and I'm confident that we will be bringing more deals to the table very soon."


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