Genius Brands has snapped up Fisher-Price as master toy partner for the company’s pre-school series, Rainbow Rangers.
As global master toy partner, Fisher-Price will develop a range of pre-school items, including plush, vehicles, dolls, play-sets, musical toys and more.
“Rainbow Rangers is an exciting content series that we believe will strike a relevant cord with its mission based adventures and message of empowerment for pre-school girls,” said Susie Lecker, EVP and CBO at Mattel’s Toy Box.
“Bringing Rainbow Rangers to life though engaging product allows us to address the opportunity in the pre-school toy aisle for a girl targeted, heroic, action focused line.
“We’re looking forward to the continued collaboration with Genius Brands and the incredible pedigree of talent behind the development of the series, to realise the full potential of a compelling toy line.”
Genius Brands is also developing a global, merchandising, licensing and retail program across all key categories for the CGI series.
Stone Newman, president of global consumer products and worldwide content sales and marketing at Genius Brands, added: “We are thrilled to announce that Fisher-Price, the world leader in the pre-school category, will lead the charge of our Rainbow Rangers licensing and merchandising program.
“Mattel and its Fisher Price team immediately saw how toyetic this brand is and that it lends itself to an extremely broad toy program. With Mattel’s creativity and ingenuity, we will no doubt present an unparalleled preschool program for the global marketplace that kids will love.”