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Reesee Entertainment is bringing big children’s brands to growing China market

The Chinese children’s entertainment, licensing and media business, Reesee Entertainment has teamed with Xiaoling Toy to create exciting new opportunities for the development and growth of kids’ brands across the region.

Together, the pair will look to capitalise on the booming market in multi-channel network content.

The deal follows two major international licensing deals for Reesee who, in addition to working with Chinese multi-channel networks, is helping international companies gain a consumer products foothold in the territory.

The first deal is an Asia agreement with Zinkia Entertainment of Spain for the exclusive licensing rights for well-known Spanish IP Pocoyo in China and other areas of Asia. Since its launch on CCTV Pocoyo has either topped or consistently featured in the top five preschools shows on the channel. Following this success Reesee is engaging fans through ‘Pocoyo Wonder Explorer’ experiences in shopping malls in seven cities across China. Further initiatives will be announced in the near future.

Reesee has also teamed up with Boat Rocker Studios and the BBC for the exclusive licensing and merchandising, to Bitz & Bob in China, and is preparing to launch the first products from the globally popular STEAM-focused series in the region shortly.

Reesee Entertainment specialises in the creation and development of kids and family entertainment brands across media, online, licensing and merchandising. Leading Chinese multi-channel network (MCN) Xiaoling Toy is an award-winning MCN channel for children with more than 35 million subscribers.

Reesee Entertainment is partnering with Xiaoling Toy’s platforms to create unboxing and toy testing videos, for the brands they represent. In addition, Reesee will devise exciting retail programmes at shopping centres in major cities throughout China to launch products, with special displays, activities and the chance to purchase exclusive limited-edition, customised lines to create excitement and maximise demand.

They will also host fan events with Xiaoling, Yue’er and Summer to immerse fans into the magical world of Xiaoling Toy.

While the first products to feature from the collaboration will be innovative toys, Reesee is looking to expand its offering by seeking licensees across a wide range of categories including stationery, household items, outdoor products, clothing, sporting goods and publishing.

Karmen Zhang, co-founder of Reesee, said: “We are delighted to team up with children’s heavyweight Xiaoling Toy to develop fresh ways of creating and exploiting exciting new brands and products at this flourishing time for the MCN market in China.”

Xiaoling, CEO of Xiaoling Toy, added: “We are excited to be collaborating with Reesee, whose experience and innovative ideas will help us grow our audience even further and allow them to connect even more closely with the world of Xiaoling Toy.”

The multi-channel network market in China has enjoyed rapid growth and huge viewing figures, around 600 million users – 46 per cent of the total number of Chinese netizens – regularly watch short form content on these platforms.

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent some six years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@bizmedia.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobHutchins3 if ranting is your thing...

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