Pet Pals boosted in Italy

Gruppo Alcuni brand readies 3D film as licensing drive steps up a gear.
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Already a well established brand in Italy, Gruppo Alcuni's Pet Pals will receive a further boost in the licensing sector with the release of a new feature length 3D animated film.

Pet Pals: Marco Polo's Code has already been pre-sold in over 20 countries, where it will be released in cinemas from January 2010.

Major licensees including Oviesse (children's clothing) and Mondadori (publishing) are creating new products and collections for the release of the film.

A special promotional initiative will also kick off in shopping centres around Italy in collaboration with Dr Oetker. This will be linked to the chocolate and vanilla flavoured Paula pudding.

The build up to the film release has also seen a variety of new licensed products launched. These include Easter eggs and special Christmas panettone cakes, umbrellas and raincoats for children, storage containers for toys, shows and clothes, housewares, cosmetics, buckets and spades, frisbees, fancy dress costumes and cake decorations.

Negotiations are also currently underway for a range of dolls, toy pushchairs, cots, pop-up tents, soft toys for newborns, toy make up and kitchen accessories, sun tents and rockers, bicycles and inflatable beach accessories.

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