Rainbow Secures L&M Deals for 44 Cats in the U.K.

Rainbow has confirmed several licensing and merchandising partnerships for its 44 Cats brand in the U.K.

Lisle Licensing has signed on to license the brand in the country, and the nightwear 44 Cats collection from TDP Textile Aykroyds is set to enter the market through F&F and Amazon. The official U.K. toy partner, Simba Dickie’s Siso Toys, began distributing the collection in February through such retailers as The Entertainer, Argos and Amazon, with Asda launching in April.

Created by master toy partner Toy Plus, the toys are based on key series elements, including music, creative play patterns and collectability. The line includes interactive plush toys, figurines, playsets and musical toys.

Additional deals are in place with U.K. partners—with John Toys and Amscan developing products with multi-territorial deals—and others such as Sony Music, Dreamtex, Redan Publishing, Fashion UK, Ravensburger, Clementoni and Chicco & Bip.

The first season of 44 Cats started airing on POP TV, Nick Jr and Nick Jr Too in 2019. The animated series tells the daily adventures of four kittens—Lampo, Milady, Pilou, and Meatball—who form a band called the Buffycats.