Metrostar to develop licensing push for Chloe's Closet - Licensing.biz

Metrostar to develop licensing push for Chloe's Closet

"She’s going to be a very strong contender in pre-school girls licensing in the years to come.”
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Splash Entertainment has chosen Metrostar to develop and manage the licensing programme for its popular TV animation Chloe’s Closet in the UK and Ireland.

The series has been transmitted on Channel 5’s Milkshake strand at weekends since 2013, along with daily runs on Cartoonito since 2011.

Chloe’s Closet follows Chloe and her friends as they dress up in costumes from her magic closet, which transports them on wonderful adventures into new worlds.

Licensing for the brand is already established in Spain, France, Benelux, Greece and Germany and Metrostar, which also manages the UK licensing for Toot the Tiny Tugboat, will work with Splash and many of Chloe’s licensing partners worldwide to launch her into the UK as well as introducing her to UK licensees and retailers.

“Chloe’s Closet captures the imaginative ‘roll-play/dress up’ play-pattern of its audience," said David Di Lorenzo, VP of licensing and digital distribution at Splash Entertainment.

"The show encourages little ones to explore their imaginations while learning important lessons along the way. Chloe’s Closet is well-established in other EU markets and the Milkshake platform is very strong. We are confident of merchandise success in the UK market.”

Claire Potter, Metrostar MD, added: “We have been working with Splash since BLE 2014, in anticipation of the new broadcast platform. We are delighted to be bringing Chloe’s Closet licensing to the UK market - she’s going to be a very strong contender in pre-school girls licensing in the years to come.”

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It was while she was working at the BBC, that Claire Potter realised the power and untapped potential in television brands: ?At the time, all of the licensing focus was on pre-school and many great family or grown up series were being overlooked,? she explains.

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