DHX Media Ltd., together with subsidiary W!LDBRAIN Entertainment, is continuing the licensing and merchandising drive for its hit U.K. animated preschool TV series, Rastamouse, signing further partners in several new categories.
New licensees include Trademark Collections which has taken the license for a range of Rastamouse bags including backpacks, rucksacks, gym bags, swim bags, holdalls, wheeled luggage, tote bags, handbags, courier bags, purses, wallets and umbrellas to be launched Spring 2012 onwards across all retailers. Roy Lowe & Sons Ltd will be developing a line of socks, tights, hats, gloves and scarves further complementing other licensed categories, and Ty UK Ltd. will develop a Ty Beanie Baby line for launch in the UK in Spring 2012. Also on board are GB Eye Limited for posters, digital prints, canvas prints, badges, stickers and tattoos.
“Rastamouse first aired in the U.K. in January and became an instant hit with a diverse audience that includes preschoolers, parents and young adults alike,” said Michael Polis, President of W!LDBRAIN Entertainment and EVP, Branded Entertainment & Consumer Products, DHX Media. “As one of the fastest growing preschool licenses, we expect to see great success across all categories for Rastamouse, from apparel, DVDs and toys, to electronics and publishing,” he continued.
DHX Media’s existing roster of licensing partners for Rastamouse include: Universal (DVD), Character Options (master toy), MacMillan (publishing), Vogue (melamine products from tableware to drinkware, clocks and room decor), Zap (bedding), MVSports (outdoor toys), Sommerbond (underwear and nightwear) and Their Nibs (children’s sleepwear).
Rastamouse, the animated series based on the critically acclaimed books by Genevieve Webster and Michael De Souza, launched on CBeebies in January 2011 and has since engaged a following of preschoolers and parents alike. The series features Rastamouse, Scratchy and Zoomer of Da Easy Crew, the mystery-solving, reggae-playing band who always make a bad ting good and live by their motto “redemption, not retribution.”
A Rastamouse Company Production for CBeebies, Rastamouse is produced by Greg Boardman and Eugenio Perez of Three Stones Media, in association with Dinamo Productions, Little Roots and DHX Media, which handles worldwide TV sales (excluding the UK) and worldwide licensing and merchandising. The production is supported by the Wales Creative IP Fund.