Penelope finds a home in France

New pre-school show from TV-Loonland secures first TV deals.
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Busy TV-Loonland has secured a number of TV deals for its new pre-school offering Penelope, including one with France 5.

In addition, the firm has also tied deals with DR TV in Denmark and Hop Channel Israel.

Penelope is already an established brand in Japan on NHK, and also has a full licensing and merchandising programme with more than 24 deals concluded by TV series' producer Nippon Animation.

Merchandise will hit France next including a full range of books from Gallimard, as well as soft toys, gifts and collectables launching on the back of the TV show later this year.

Gallimard is planning to invest heavily in Penelope, making it a key property for 2008. Its line-up will include two new animated books, bath and gift books, as well as the re-release of the entire collection of Penelope's traditional books and the creation of a mini website to tie in with the TV launch.

"The entire TV-loonland team is delighted that France 5, DR TV and Hop share our enthusiasm for Penelope and we are confident that, after Japan, Penelope will turn into the next l&m success story in France and many other countries around the world," said Olivier Dumont, TV-Loonland's MD.

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