VEGAS 09: Nelvana reveals Ty's Toy Box tie up

Branded online retail marketplace to open in Canada in the autumn.
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Nelvana Enterprises is teaming up with US retailer Ty's Toy Box to open a one of a kind branded online retail marketplace in Canada.

Due to launch in the autumn, the retail website will be a complement to Ty's Toy Box's successful US-based site, but will focus exclusively on merchandise featuring characters from shows that air on Corus Kids' Treehouse and YTV channels. These will include The Backyardigans and Max & Ruby.

The site will sell product based on Nelvana Studio productions, as well as from other content partners whose shows are broadcast on the channels, such as Nickelodeon and Chorion.

Items for sale will include toys, home furnishings, stationery, apparel and giftware.

"This deal represents the first time that Ty's Toy Box has offered an online retail experience in Canada under one all-encompassing television brand," said Mark Northwood, VP worldwide licensing for Nelvana.

Ty Simpson, CEO of the retailer's parent company, Brand Performance, added: "When it comes to children's television entertainment in Canada, there is no better content partner than Corus, and we are thrilled to be working with them to launch our retail presence in Canada."

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Nelvana

Founded in 1971, Nelvana is made up of two divisions. Nelvana Studios develops and produces animated content from its production facility in Toronto.

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