Rastamouse - Licensing.biz

Rastamouse

Everyone?s favourite Reggae mouse has a rapidly growing licensing programme, with a live show, app and more in the works.
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Rastamouse has had a huge impact on kids TV after launching on CBeebies just two years ago.

And the feel-good mouse is continuing to expand into a host of categories.

The children’s TV show is based on the original books by co-creators Genevieve Webster and Michael de Souza. It has a retro feel, cool soundtrack and positive message: the show follows Rastamouse and Da Easy Crew as they investigate mysteries and work together to solve problems through friendship and respect. As Da Easy Crew put it, they aim to “make a bad ting good”. 

Angeles Blanco, Director of Licensing at DHX Media, tells Licensing.biz: “Rastamouse is aimed at families, more specifically at pre-schoolers and their parents.

“The show has a wide appeal owing to the engaging storylines and relatable characters, along with a high standard of original reggae-inspired music. We have had a fantastic response from our target audience and Rastamouse also has a considerable celebrity following, including a very famous boy band member.”

It’s this wide appeal that has allowed the brand to branch out to other categories, from food (cheese, of course), to party goods, recently a Rastamouse app and loads more. See ‘Which licensees are on board for Rastamouse?’ at the bottom of this article for a list of partners.

Rastamouse even made a guest appearance at Parliament to raise money for the World Vision charity, something the mouse himself contacted Licensing.biz over:

Moving forward, DHX Media says it’s looking at further promotions, a wider range of interactive product, fashion forward apparel, as well as more gifting and novelty ranges.

A small mouse with big plans

Rastamouse has a massive year ahead. 

A live show is in development which will take the mouse and Da Easy Crew onto stages across the UK. This tour follows well-received character appearances at events including Glastonbury, LolliBop, BT LondonLive (where Da Easy Crew supported the Olympic action), the Westminster Kids Club Xmas party and the CBeebies in the Piazza event last summer. 

And they’re not the only musical moves Rastamouse has made, as Da Easy Crew have also signed their second album deal with EMI. 

Then there’s the Rock Steady Reggae Project which aims to promote musical education in schools. The pilot programme took place at St Mary’s RC School over ten weeks, and following its success the initiative has been taken to more schools, incorporating the music and ethos of community which is at the heart of the show. 

DHX Media is also launching an Augmented Reality (AR) issue of the Rastamouse magazine. 

“Continuing in the Rastamouse tradition of breaking boundaries and engaging our pre-school audience along with their parents, we have designed a magazine with interactive content to allow young children to connect with Mouseland and its inhabitants,” Blanco adds.

“Readers will be able to interface with various characters and scenes through both the magazine and the website, bringing the show to life in a whole new way.”

Speaking of Rastamouse’s expansion as a whole, Blanco says: “We’ve been very pleased with the growth of this brand, from licensing options and products to the popularity of the show itself. 

“We will continue to work very closely with our current partners to maximise awareness outside of the TV show, and build relationships with consumers and fans as well as looking for new partners extending licensing into further categories and promotions.

“This is a property with huge scope.”

Which licensees are on board for Rastamouse?

There are a host of partners including:

  • •EMI (music)
  • •Macmillan (books)
  • •Universal (DVD)
  • •Immediate Media (magazine)
  • •Ty UK (plush toys)
  • •Roy Lowe and Sons (hosiery and accessories)
  • •Somerbond (underwear and nightwear)
  • •Dairy Maniacs (branded cheese snacks)
  • •Rainbow Productions (character appearances)
  • •Cover Yours (skins/covers for mobiles and tablets)
  • •MV Sports and Leisure (outdoor toys)
  • •GB Eye (posters, prints and badges)
  • •The Binary Group (wall stickers)
  • •Amscan (foil balloons)
  • •Trademark Collections (luggage)
  • •Vogue Ltd (homeware)
  • •PMS (plush, gift and novelty products)

Meet the teams behind Rastamouse 

DHX Media manages all the TV sales and licensing rights for Rastamouse but the brand and IP are retained by the creators, Three Stones Media.

Angeles Blanco is DHX Media's Director of Licensing (below).

The TV series is made by the Rastamouse Company, produced by Greg Boardman and Eugenio Perez of Three Stones Media, in association with DHX Media, Dinamo Productions in Wales and the creators Michael and Genevieve of Little Roots.

DHX Media also creates, produces and licenses other family entertainment including Caillou, Yo Gabba Gabba!, Inspector Gadget and Animal Mechanicals. The firm also provides programming for Cookie Jar TV, the weekend morning block on CBS. 

DHX Media's international licensing agency CPLG also represents a variety of entertainment, sport and design brands.

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