Independent French production company Moi j'aime la television is launching its own in-house licensing division.
The firm has appointed Alexandre Mayaud as consultant. He currently runs his own consultancy, Alternative Branding, and has a wealth of experience in international licensing with clients including Disney, Carrefour, Dreamworks and Jetix France.
The move reflects MJTV's growth into new areas and its plans to further exploit its key brands across merchandising and other media including music and book publishing, video games and educational language learning toys.
Mayaud's initial focus will be on developing MJTV's series Genie in the House into an expanded merchandise brand. The firm jointly produce the show with Helion Pictures for Nickelodeon UK and Canal J in France. The third season is currently in post production and will be ready to air by MIPTV. A total of 78 episodes are now available and, to date, Genie in the House has sold to more than 100 countries.
"We are excited about launching our own licensing division and with his experience and knowledge we are delighted that Alexandre is on board as our consultant," said Phil Ox, MD of Moi j'aime la television.