Kid-e-Cats marks franchise launch with five partner signings at Licensing Expo China

CTC Media has chalked its recent attendance at Licensing Expo China 2019 in Shanghai as a week, having used the event to launch the franchise plans for its popular property, Kid-e-Cats.

Both CTC and its exclusive agent in China, Beijing JOY Culture Media showcased the brand at a vibrant stand at the show that took place from July 24 to 26, before presenting the property to key market players such as Anhui Children Press.

To mark the property’s popularity and the beginning of its franchise plans, five licensing and merchandising contracts were signed during the show, with local licensees picking up the brand for the launch of a line of toys, books, and infant apparel to the local shelves by the end of this year.

Kid-e-Cats season one launched in December 2018 on eight digital platforms including Tencent video, IQIYI and Youku, followed by season two in May 2019 on over 12 digital platforms simultaneously including Tencent video, IQIYI, Youku, Xiaomi, New TV, provincial IPTV and DTV platforms. The series was warmly received by the audience and hit one billion views.

Ongoing online marketing campaigns continue on WeChat, Tik Tok, Xigua and Himalaya app.

Ksenia Gordienko, director of the animation department, CTC Media, said: “We are very happy to see how rapidly the Kid-e-Cats brand is growing in China with the help of our partners Joy Media company.

“China is one of our key markets and we hope to create long-lasting massive Kid-e-Cats franchise programme there. First steps are already successfully taken.”

Li Yan, CEO of Joy Media, added: “Today is a very significant occasion for KEC in China, since we signed five crucial important licensees, which is deemed as the first milestone for KEC brand in China, for such superior IP JOY media will use the best resources to continue develop the brand, KEC is also planned launch the third season in the beginning of next year in China, children and parents who love KEC please stay with us.”

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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