Yu Gi Oh increases Italian presence

New licensees come on board for 4Kids' hit children's franchise.
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4Kids Entertainment is boosting the presence of the Yu Gi Oh brand in Italy, inking a number of new deals.

The franchise has already proved successful in the territory. Season three of Yu Gi Oh GX continues to air on Saturday mornings on Mediaset's Italia 1, which has also acquired the first season of new show, Yu Gi Oh 5D's.

New licensing deals include Linea D, which will be creating t-shirts, sweatshirts, underwear, jeans, towels, jackets and shoes. Meanwhile, Giochi Preziosi has been signed up for back to school and stationery.

A new toy line is due to launch in the autumn from Upper Deck, including action figures, wrist card holders and Duel Runners (featured in the new series).

"Yu Gi Oh is hugely popular in Italy and its success shows no signs of abating," stated Sandra Vauthier-Cellier, MD of 4Kids. "The brand is absolutely red hot at the moment and the arrival of 5D's is adding to the excitement surrounding it."


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