DHX Signs New Rastamouse Licensees

TORONTO/LONDON: DHX Media has signed new licensing partners in the U.K. for its stop-motion animated preschool brand Rastamouse.

New licensees include Vogue, which will be launching tableware, drinkware, clocks and room décor; Zap will create Rastamouse bedding; MVSports will develop a range of outdoor toys such as skateboards, scooters, skates and more; Sommerbond will launch an underwear and nightwear line in the spring/summer 2012, with a full rollout in fall/winter 2012. The company Their Nibs has also signed on as a partner for children’s sleepwear, to be sold through the Their Nibs store as well as at Selfridges and John Lewis.

Stella Projects has been appointed the Australian and New Zealand licensing agent for the property. Stella will appoint local licensees to complement EMI, which has music rights for the region, and ABC Commercial will develop and launch the Rastamouse DVD in Australia.
Rastamouse, based on the books by Genevieve Webster and Michael De Souza, launched on CBeebies in January 2011. It 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 U.K.) and worldwide licensing and merchandising.

Angeles Blanco, the director of Licensing at DHX Media, said: “We are delighted to have these new partners on board as we roll out the U.K. licensing program for Rastamouse and Da Easy Crew. The property is going from strength to strength with consistently high ratings on CBeebies and the iPlayer and a strong social media presence. We’re looking to build momentum with the recent toy launch in the U.K. followed by new products in 2012, and to welcoming new partners in Australia through Stella Projects. There will be further deals announced in the coming weeks.”