Toy brand Filly to become TV show - Licensing.biz

Toy brand Filly to become TV show

Girls' property will get a 3D animated series in early 2014.
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Girls' toy brand Filly is being transformed into a TV show, BRB Internacional has confirmed.

Screen 21 will produce a 3D animation series featuring the Filly horses, which is a toy property owned by Dracco.

Dracco has sold over 50 million Fillys to date. It's the number one toy for girls in Germany and number two in Poland. Simba Dickie Group is the master toy distributor and licensee, along with other worldwide partners.

The TV show will consist of 26 26-minute episodes and will be broadcast in early 2014.

A statement read: "The series represents Dracco’s commitment to digital and emerging technologies in support of the Filly brand."

Carlos Biern, CEO at BRB Internacional, said: "We are embarking on this project safe in the knowledge that we are dealing with a successful brand. 

"We are excited to develop the brand further into its audiovisual age with Dracco by applying the many facets of new technologies."

Axel Derendorf, Head of International Licencing and Marketing at Dracco, added: "We are delighted to work with BRB and Screen 21, as highly experienced companies in the field of animation, and to have BRB Internacional manage Filly’s leap into television together with us worldwide. 

"Dracco is building great resources to develop the property from toys into digital assets in order to entertain kids on every level."

BRB Internacional will distribute Filly throughout the world except in Germany and will manage licensing rights in Spain and Portugal.

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