Viva fever grows for 4Kids

Brand expanded outside of video games and TV into line of licensed merchandise.
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4Kids Entertainment has been busy extending the brand awareness of its Viva Pinata property, inking a number of licensing deals.

The Viva Pinata world already includes a 3D CGI animated TV series and a video game on Microsoft's Xbox 360 console. The TV show airs on Nicktoons and GMTV2 in the UK, and launched last year in France on terrestrial channel France 3. It is also on air in Spain, Germany, Norway, benelux and Switzerland, as well as the US.

In addition to this, new licensees include BBS (pan-European deal for paper partyware); Zap (UK and Eire deal for a range of duvet sets, curtains, towels, fleece blankets, bean bags, valance sheet and rugs); Aventure Diffusion (France deal for shoes, boots and slippers); Benjamin (will be producing socks in France); and GB Eye (posters in the UK and Eire).

The agreements follow a successful four-week Viva Pinata QSR promotion in November/December at Burger King in the UK, featuring eight exclusive collectible toys.

"Viva Pinata is an enormously vibrant property with a huge amount of appeal," said Stephen Gould, co-managing director of 4Kids International. "The initial consumer reaction to the property indicates its strong licensing potential, and the recent agreements we've signed show the momentum building in the retail sector."

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