Virtual World Licensing unveils Educationcity deal

Online education content provider planning global launch of merchandise and apps.
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Educationcity.com has secured a deal with Virtual World Licensing and AT New Media, which will see it roll out educational merchandise and app iterations of the brand globally.

Founded in 1999, Educationcity.com is used by over 15,500 schools, including 43 per cent of UK primary schools. There are almost three million online activities completed each week.

Virtual World Licensing and AT New Media will now look to extend the brand into the physical world of consumer products.

"We are proud of the positive impact Educationcity.com has on the educational development of children," said Richard Whalley, MD of EducationCity. "We're now looking to extend this positive impact beyond our core schools market via a programme of carefully developed consumer-facing apps and physical products.

"Virtual World Licensing and AT New Media understand the unique nuances and integral educational credibility of our brand and will ensure that while our reach grows, the robust educational credentials of the brand and its positive educational influence are maintained."

Steve Reece, CEO of Virtual World Licensing, added: "Educationcity.com is a brand we have been following for some time. We see a significant commercial opportunity for licensees in multiple categories."

AT New Media CEO, Simon Kay, continued: "We have a huge opportunity to expand the brand into the consumer world of apps and tablets, to maximise the reach and educational influence of the brand."

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