Firm secures the licence across EMEA, CEE, Russia and India.

Simba signs as master toy for Matt Hatter Chronicles

Simba Dickie Group has been awarded the master toy licence for Platinum Films’ Matt Hatter Chronicles.

The pan-regional deal will see the firm launch products across EMEA, CEE, Russia and India. The line will include action figures, vehicles, role-play items, play-sets, remote control vehicles and die-cast, infusing 3D ‘Multivision’ features and ‘Hero Hatter Tech’ unique to the Matt Hatter brand.

Launching in 2014, the toys will be supported by TV advertising, a PR and marketing campaign and digital content.

"We are delighted to work together with Platinum Films on the development of the toy range for Matt Hatter Chronicles," said Uwe Weiler, Simba Dickie Group COO. "For the Simba Dickie Group, this is one of the biggest projects for the coming years.

"We believe that the fabulous content of the Matt Hatter story and the cooperation with the unbelievable creative film team of Platinum will be a wellspring for many innovative and successful toy products."

Nigel Stone, CEO of Platinum Films, added: "We are immensely proud to be partnering with the Simba Dickie Group for the multi-territory roll out of Matt Hatter toys. Their expertise and passion, coupled with an established TV presence and pent up consumer appetite from Hatter Fans worldwide, is a powerful combination and I’m confident this partnership will further strengthen Matt Hatter Chronicles as a successful global entertainment franchise."

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