Bandai Named Toy Partner for Pocoyo in North America

LOS ANGELES: ITV Studios Global Entertainment and Zinkia have signed a master-toy licensing agreement for the U.S. and Canada with Bandai America for the animated children’s series Pocoyo.

Toy products will be available to consumers in fall 2010 throughout the U.S. and Canada. Pocoyo, broadcast in more than 100 territories worldwide, is distributed internationally by ITV Studios Global Entertainment, excluding Spain, Portugal, Italy and Latin America, which are handled by Zinkia.

Tor Sirset, the VP of marketing at Bandai, stated, “As Bandai aggressively expands into the preschool arena, we’re looking for brands like Pocoyo, which is one of today’s highest quality preschool properties, much loved by children and parents alike. Pocoyo embodies all of the characteristics we value as we grow our business: loveable, playful and fresh.”

Aysha Kidwai, the director of merchandising and licensing worldwide at ITV Studios Global Entertainment, said: “We are very glad to extend our international partnership with Bandai to the North American market, after establishing some key supporting broadcast partners in this market for Pocoyo we have every expectation that this will be a successful and long term collaboration.” Kidwai added: “Bandai are a major player in the global toy market and their support of this delightfully vibrant infant property demonstrates their commitment to developing quality brands.”

Marina Lum-Kang, the senior VP for brand extensions at ITV Studios Global Entertainment, commented: “Bandai is a pedigree company with a proven track record of high quality products and distribution in the marketplace. Their thought, effort and enthusiasm in support of the Pocoyo brand will yield a great product offering to both retailers and consumers alike. We are very excited to be in partnership with them.”