VEGAS 2011: Endemol adds Lillebi

Firm to pursue multi-platform licensing campaign for the German children's brand.
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Endemol has secured an international licensing deal for the Lillebi, a brand created by renowned German artist Steinbeck and his team from Creativ Entwicklungs.

In a move away from Endemol's usual TV portfolio, Lillebi is a print-led property based on drawings and stories of a young mouse and its friends.

The brand, which targets girls aged up to eight, launched in 2004 in Germany and now has over 40 licensees in a broad range of categories, from clothing to gifting and publishing.

Global division Endemol Worldwide Brands (EWB) hopes to build on the existing programme by securing deals to grow the brand into a multi faceted kid’s licensing property.

EWB will pursue a multi-platform licensing programme, targeting categories such as toys and games, gifting and merchandising, stationery, publishing, mobile and smartphones and promotions.

In the UK, EWB plans to further promote Lillebi by partnering with a major High Street retailer for a direct to retail license. Similar strategies will be adopted in the CEE markets.

Olivier Gers, CEO of EWB commented: "Lillebi offers a variety of delightful characters and engaging narratives, whilst also promoting positive values for children and adults. It is an extremely strong property that can easily replicate its success in Germany across the major markets around the world.

"We believe it has the potential to become a major worldwide kids brand. This is a good example of Endemol’s global network that allows us to spot a major property in one market and help roll it out internationally."

Peter Steinbeck, managing director of licence owner, CREATIV-Entwicklungs, added: "We are very happy to have found an international partner like Endemol, who are able to roll out our brand pan-European and across many categories and media platforms."


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