Gaumont Animation On Board to Relaunch ’80s Property Herself the Elf

PARIS/LOS ANGELES: Gaumont Animation is working with American Greetings Entertainment (AGE) to co-develop, co-produce and co-distribute an all-new animated series based on the 1980s girls’ brand Herself the Elf.

The two companies will be redeveloping the brand with a 52×11-minute series. Both will share the worldwide distribution rights for the show. The partners also have an option to produce additional animated episodes.

AGE retains ownership of the underlying Herself the Elf IP, and the company will also take the lead on consumer products.

“We at Gaumont Animation are very proud to be partnering with AGE,” said Nicolas Atlan, President of Gaumont Animation. “Herself the Elf is a beautiful, high-concept, character-driven property to which we can both contribute creative magic that will result in something extraordinary. We are confident Herself the Elf will have stunning, ownable attributes unlike anything else in the marketplace.”

“AGE has an unparalleled track record in transforming retro brands into modern icons that are both relevant for and in demand by today’s kids,” said Sean Gorman, the president of American Greetings Entertainment. “From our vantage point, Gaumont Animation is the perfect partner to bring our all-new vision of Herself the Elf to life with a fantastic animated series to serve as the foundation of an incredibly competitive girls’ brand.”