MUMBAI: FremantleMedia Enterprises (FME) has announced a raft of new licensing deals for its classic kids’ brand, DangerMouse, which will be returning to New York for Licensing 2007 International.
Fans of the series will be able to dress up as either DangerMouse or Penfold following a deal with Smiffy’s in the UK to produce a range of costumes and accessories for adults and children. Bravado International Group has renewed the rights to produce a range of men’s DangerMouse T-Shirts, hooded sweatshirts and headwear.
The range will be available in record retail chains across the UK including HMV, Virgin and MVC as well as in Envy, Urban Outfitters and online through play.com and truffleshuffle.co.uk. This is the first time that FME has taken DangerMouse apparel into the record retail industry.
Additionally, FME has licensed rights to Global Licensing Limited to produce men and women’s T-Shirts and sweatshirts for distribution into UK high street retailers such as Tesco, Asda, Topshop, New Look, Woolworths and John Lewis. PMS International has also been granted rights to produce DangerMouse plush toys of all sizes and key rings for distribution in amusement sectors.
Fremantlemedia senior VP, licensing, UK Dominic Burns says, “We are delighted to announce this raft of deals for DangerMouse on the eve of Licensing 2007 International. The response we’ve had from both licensees and retailers alike clearly illustrates the ongoing strength and interest in the brand and we look forward to ensuring DangerMouse stays at the forefront of consumers’ minds, where he belongs.”
DangerMouse is currently celebrating his 25th birthday. To coincide with this anniversary FME teamed up with a raft of licensees to launch a range of celebratory products including apparel, collectable figurines and a special edition 25th anniversary DangerMouse DVD box set.
DangerMouse, the secret agent mouse, and his trusty, bumbling sidekick, Penfold, first hit TV screens on ITV1 in the UK in 1981. DangerMouse has aired in over 80 countries worldwide including India, Australia, Romania, Trinidad and Zambia.
