Namco Bandai secures master toy deal for LBX

Agreement with Dentsu covers distribution of toys throughout the Americas.
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Dentsu Entertainment has struck a multi-territory master toy deal with Namco Bandai for its miniature customisable robot franchise, LBX.

The agreement covers the distribution of toys throughout the Americas. In addition, Namco Bandai has signed a separate master toy licence with TV Tokyo for European territories.

LBX - Little Battlers eXperience - is already a hit in Japan, airing on TV Tokyo. There are over 44 episodes aired in a prime time programming block, with more to follow.

Meanwhile, Bandai's toy products - including figures, role play, vehicles and action model kits - are scheduled to arrive in the US in autumn 2013, while in European territories, Bandai and TV Tokyo are planning for broadcast and toy launches with a similar timeframe.

"With an exciting storyline and an organic transition from the TV screen to mass market toy products, we are confident that the LBX series and toys will appeal broadly in all markets worldwide," said Yuma Sakata, president and CEO at Dentsu Entertainment USA.

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