DHX Brands Pacts with Millennium for Live Events

DHX Brands has licensed non-ticketed events rights to Millennium Entertainment International (MEI) for its flagship preschool brands Teletubbies, In the Night Garden and Twirlywoos in Southeast Asia and the Middle East.

Under the new deal, MEI will plan and manage all costume character appearances, 20-minute shows and immersive mall activations for the three brands in Hong Kong, Indonesia, Malaysia, Singapore, the Philippines, Turkey, UAE, Qatar, Bahrain, Kuwait, Egypt, Oman and Saudi Arabia. The agreement is part of DHX Brands’ commitment to growing the live events and attractions component of its global consumer products business.

Previously appointed licensees include Paragon Creative for the design and manufacturing of indoor attractions across all three brands in the U.K., continental Europe and the Middle East, as well as FieryLight for the international Teletubbies stage show.

Danielle Tanton, the live events and attractions manager at DHX Brands, said, “Strong live events are essential to building and growing a relevant consumer-facing presence with the preschool demographic. DHX Brands’ colorful, iconic characters always draw a buzzing crowd when they appear, and we are very pleased to be adding to the offering with MEI for these territories. With their decades-long track record of expertise in live events, MEI are a superb addition to the roster of leading licensees we’ve teamed with around the world to continue growing our brands.”

Nick Larkin, the creative producer at MEI, added, “For almost 30 years, MEI has been creating experiences for young audiences to interact with brands, starting with non-ticketed mall shows and immersive and interactive experiences, and later building up to theatrical shows. Working with DHX Brands on these three preschool brands means that we can further interact with many young people across Asia and the Middle East.”