DHX Licenses Mattel’s Rainbow Magic

HALIFAX: DHX Media has licensed the popular kids’ publishing property Rainbow Magic from Mattel.

The long-term exclusive global deal is managed under Mattel Creations, Mattel’s centralized theatrical, TV and digital content center. It includes multiple revenue streams and allows DHX to produce and distribute a variety of new, multiplatform content based on Rainbow Magic, which follows the adventures of two young girls and their magical friends in Fairyland. New content will be developed and produced by DHX Studios.

Under the agreement, DHX has the exclusive worldwide rights to develop and produce new content for Rainbow Magic, while Mattel will handle global brand management and toy rights. The two companies will also work together to mutually approve consumer product licensing activities for the brand in territories where DHX has a consumer products presence.

DHX and Mattel previously entered into a long-term global partnership to produce and distribute original content based on the Mattel properties Bob the Builder, Fireman Sam, Little People and Polly Pocket.

“We are delighted to once again team up with Mattel,” said Dana Landry, the CEO of DHX Media. “Following on from our recently announced partnership around the celebrated Mattel brands, Bob the Builder, Fireman Sam, Little People and Polly Pocket, this new Rainbow Magic agreement continues to leverage the strong and highly complementary relationship that exists between our companies. Rainbow Magic enjoys enormous popularity with girls around the world, driven by the brand’s extensive publishing program, and we see this as a tremendous opportunity for DHX and Mattel to grow the brand to new heights worldwide.”

Catherine Balsam-Schwaber, the chief content officer of Mattel Creations, added: “In our mission to accelerate and maximize content creation and distribution for the vast portfolio of Mattel brands, today marks another great step towards our goal of expansion and we’re pleased to grow our relationship with DHX even further.”