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Kids HIT Entertainment, Turner in strategic licencing pact for popular pre-school properties

HIT Entertainment, Turner in strategic licencing pact for popular pre-school properties

Author | exchange4media Mumbai Bureau | Wednesday, Jan 30,2008 7:16 AM

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HIT Entertainment, Turner in strategic licencing pact for popular pre-school properties

HIT Entertainment, independent children’s entertainment producer and rights owner, has announced another strategic partnership with Turner International India. This agreement will extend their existing association of television rights to include licensing representation of the company’s popular pre-school properties ‘Bob the Builder’ and ‘Thomas & Friends’.

Along with television rights, Turner will also manage the licensing rights for ‘Thomas & Friends’ and ‘Bob the Builder’ across key categories, including apparel and accessories, stationery, toys and games. This extended agreement augments Cartoon Network Enterprises (CNE) - the licensing and merchandising division of Cartoon Network and POGO - consistently growing third party licensing portfolio to five renowned properties across segments such as Hollywood, Bollywood, teens and now pre-school.

Commenting on the strategic tie-up, Jiggy George, Executive Director, Cartoon Network Enterprises, India and South Asia, said, “Cartoon Network Enterprises has been responsible for bringing into the country some of the greatest international properties, and has played a pivotal role in making them successful propositions. It was with Beyblade toys in 2005, that the division first entered third party licensing and went on to make ‘Beyblading’ a national sensation.”

He further said, “Pre-school is a critical segment for us both on the Network and on the licensing front. The shows (‘Bob The Builder’ and ‘Thomas, The Tank Engine’) are already a huge hit on our channels and given our expertise and success with promoting products based on television series, we aim to make ‘Thomas & Friends’ and ‘Bob The Builder’ products a must-have for Indian consumers.”

Antonio Huab, Vice-President. Asia, HIT Entertainment, said, “We are delighted to be extending our partnership with Cartoon Network India. India is an important and growing market for HIT and Cartoon Network offers a perfect broadcast and merchandise licensing partner for HIT’s world-class properties.”

‘Bob the Builder’ and ‘Thomas & Friends’ were strategically launched on and then promoted by Turner’s flagship kids’ channel Cartoon Network to ensure high resonance and recall amongst Cartoon Network viewers across India.

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