US: Life with Derek toy line to debut

Shaftesbury Films teams with IToys for new electronic toy line based on kids' live action comedy.
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Popular kids' live action comedy Life with Derek is being turned into a toy line, following a deal between Shaftesbury Films and IToys.

In a deal brokered by JTMG, IToys - which holds a worldwide licence for the property - will produce eletronic handheld and tabletop games, as well as personal youth electronics, including messaging and secret spy devices.

The first products will begin to roll out during the first quarter of 2009.

Translated into more than 14 languages, Life with Derek airs in more than 100 countries worldwide including the US (Disney Channel), the UK, France, Germany, Italy, Spain, Portugal, Sweden, Norway and Easter Europe and Australia.

"IToys has built a reputation for creating award-winning products for contemporary consumers and we felt they'd be an ideal partner for imgainative products that will uphold the integrity of the Life with Derek brand as it is integrated into new categories," said Shane Kinnear, VP of marketing and sales for Shaftesbury Films.


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