BLE 2010: Chorion inks French deals for Mr Men

Firm announces three new toy deals in France for the LIttle Miss and Mr Men brands.
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The new licensing deals have been secured on eve of 40th anniversary celebrations; New Little Miss character introduced

Chorion is celebrating 40 years of Mr. Men and Little Miss in 2011. Launching exclusively at Brand Licensing Europe, is the newest addition to the Little Miss family, Little Miss Princess. Chorion has also secured a number of new licensing deals for the Mr. Men and Little Miss brand.

The new toy deals in France include Cesar, which will launch new plush, Pixi will produce a range of plastic toys and figurines and Jouceo will introduce a line of toy product for sale through kiosk and toy stores.

The latest addition to the brand, Little Miss Princess, is adorned with a crown, pink all over and fashion-ready. Fashions, accessories and homewares designed for girls and young adults based on the brand are being showcased at Brand Licensing Europe. 

The Little Miss Princess book title, published by Egmont in the UK and other territories around the world, will be available in spring 2011 with a range of accessories and apparel.

Steve Cipolla, EVP, global licensing and sales at Chorion said: “Little Miss Princess is the perfect addition to the Mr. Men and Little Miss franchise. She’s an inspirational and fun character that girls of all ages will connect with. We’re excited to introduce her in multiple categories around the world from spring 2011.”

David Riley, managing director of Egmont Publishing Group added: “We are thrilled to be publishing a new Little Miss character next year to celebrate the brand’s 40th Anniversary. Little Miss Princess is an endearing addition to the classic collection who will charm readers of all ages.”

As Mr. Men and Little Miss gears up for its 40th anniversary in 2011, year-long celebrations are planned with special-edition products including a special edition Mr Tickle book from Egmont, collector’s edition DVD box-set from Delta and the launch of fashion collections celebrating 1971 pop culture. 

Summer celebrations, dedicated PR campaigns, retail promotions, and new digital initiatives are also underway with products including apps, ebooks and virtual goods.



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