New three-year deal will see firm roll out full toy line for two-part movie finale.
Warner Bros Consumer Products has revealed Tomy Europe as the new regional master toy licensee for Harry Potter.
The three-year deal will see the company launch a range of action figures, games, electronic toys and role play items for Harry Potter and the Deathly Hallows - the two-part movie finale due for release in November 2010 and July 2011 respectively.
The agreement, which covers the UK and EMEA, also allows Tomy Europe access to the entire World of Harry Potter back catalogue. This includes all the style guides and artwork developed for all eight films, representing the most comprehensive asset library ever available for licensing.
"We are pleased to be working with Warner Bros Consumer Products on Harry Potter," said Robert Mann, Tomy Europe CEO. "This deal reinforces our strategy of expanding our portfolio to appeal to a broader range of kids. With our parent company's heartland in boys and girls toys, it is a natural progression for Tomy Europe to follow this path - and what better way to do it than with such an iconic licence as Harry Potter."
Pilar Zulueta, senior VP and general manager, WBCP EMEA, added: "We're delighted to be welcoming Tomy Europe on board as the regional master toy licensee for Harry Potter at the most exciting point in the history of the licensing programme.
"Harry Potter and the Deathly Hallows may mark the conclusion of the story, but from a merchandise point of view it is the start of a new chapter as it's the first time that the entire propery artwork collection will be available to our Harry Potter partners.
"Tomy Europe has a global reputation for creativity and innovation and we are confident that they have the expertise and vision to provide Harry Potter fans with a range of products representative of this global franchise."