New deals help Fifi blossom

Chapman pre-school brand heading to Eastern Europe after Target inks international agreements.
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Brand Licensing Europe has born fruit for Target Entertainment, with the firm signing a raft of new deals for Fifi and the Flowertots in Eastern Europe, cementing the continued international success of the Chapman brand.

One2Play has signed to represent Fifi across the former Yugoslavian territories for a number of categories: food and beverage lines, textiles, toiletries and Corgi die-cast products are all included in the deal.

The garden loving and healthy eating side of the property will translate well into One2Play's planned line of multivitamin juice packets and bioactive yoghurt pots.

In addition, Modell and Hobby have signed distribution deals in Hungary and Romania for French toy company Jemini and Corgi's Fifi ranges. Meanwhile, in Latvia and Estonia, Target has inked an exclusive toy distribution deal with Edutoys.

"Fifi is loved by children everywhere," said Helen Howells, director of international licensing at Target. "These latest deals confirm that licensees, both here and overseas, understand the brand's potential."

Back in the UK, Wesco is also adding torches to its line of Fifi-branded products.

Elsewhere, following Target's recent acquisition of distribution company Minotaur, the Target licensing team will now manage Minotaur's licensing catalogue including Most Haunted, Taggart, Rebus and Jack Osbourne's Adrenaline Junkie.

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