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Agreements for bedding, annuals, nightwear and underwear all secured for property.

ITVS GE unveils swathe of deals for Matt Hatter

A trio of new licensees have come on board for new boys’ property Matt Hatter Chronicles.

ITV Studios Global Entertainment has signed up Character World, TDP Aykroyd and Pedigree Books, as it continues to ramp up the licensing programme for the hotly tipped show.

Character World will launch a range of bedding and accessories in Q1 2014; Pedigree Books is planning Christmas 2013 annuals; and TDP Aykroyd will launch nightwear and underwear for five to ten year olds in Q4 this year.

"Matt Hatter Chronicles has been one of the best performing adventure comedy series on ITV and CITV since first airing in spring 2012," said Trudi Hayward, head of global merchandising at ITVS GE. "Now we are building on this success at retail through the appointment of these respected licensee partners, with more on track to follow during 2013."

Nigel Stone, CEO of Platinum Films, the creator of Matt Hatter Chronicles, added: "These first class licensing partnerships are a clear indication of the strength of Matt Hatter Chronicles as a powerful and popular children’s brand."

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