4Kids Entertainment to Consult for Max Adventures

LONDON: 4Kids Entertainment International has taken on a consulting role to help introduce kids’ brand Max Adventures to the European licensing market.

Max Adventures is a TV series targeting 6- to 10-year-olds, centering on the character Max the lion, who protects his people against the evil Shadow Master. The show originated in Asia and has now been picked up by broadcasters across Europe, including Super RTL, Boing in Italy and Spain, Gulli in France and Nickelodeon in the Netherlands and Belgium. In addition, a slew of marketing activities in print and TV ads, DVD promotions, online cooperations and costume character appearances are rolling out throughout Europe.

4Kids is developing a brand strategy for Max Adventures merchandising and is exploring a number of potential categories for licensing, including publishing,  collectibles, promotions, mobile applications, digital content and accessories, stationery, back to school, attractions at amusement parks, beach products, toys, games and a trading card game.

Sandra Vauthier-Cellier, the managing director at 4Kids Entertainment International, said: “Max Adventures has what it takes to be a very strong brand—its online presence and significant marketing initiatives, as well as the commitment of key broadcasters across Europe, is testament to this potential. We are acting as a brand consultant and offering licensing strategy advice to ensure that this fantastic property hits the ground running across the continent.”