Now Backstage comes on board for Cut the Rope

ZeptoLab and ITV Studios snap up new Italian agent.
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ZeptoLab and ITV Studios Global Entertainment have appointed Backstage Licensing to handle Cut the Rope in Italy.

The Italian licensing campaign for the hit brand will target audiences across the six to 12, 13 to 18 and 18+ age groups. The focus will be on a wide range of categories including apparel, gifting, publishing, mobile and games accessories among others.

A marketing and PR campaign is also planned across digital, visual and print media.

"The success of Cut the Rope across Europe has made it not just one of the best known games, but one of the best known brands in the world," said Eugenia Peia, MD of Backstage Licensing. "Its potential across numerous categories is enormous.

"We are delighted to have the opportunity to bring this amazing property to the Italian market at such an exciting time in its development."

Trudi Hayward, SVP, head of global merchandise, ITVS GE, added: "One of the hottest games ever to enter the digital market is now also becoming a major licensing hit in Europe."

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Brand Profile: Cut the Rope

Trudi Hayward, SVP, Head of Global Merchandising, ITV Studios Global Entertainment, tells why the licensing plan for Cut the Rope looks set to gain momentum in 2014

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