Chapman brings Fifi licensing in-house

Licensing rights revert to the firm in May, while Target retains international TV rights to the pre-school property.
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Target Entertainment Group has today announced it is coming to the end of its agreement with Chapman Entertainment for the licensing rights to Fifi and the Flowertots.

Since the launch of Fifi and the Flowertots at Mipcom in 2004, Target has signed over 50 licensing deals in the UK and has sold the series to broadcasters in over 162 territories.

Helen Howells, global brand director at Target said: “We have had tremendous success licensing Fifi and the Flowertots and have been instrumental in supporting Chapman Entertainment to help build the brand. We’ll be sad to say goodbye to Fifi but appreciate now is a good time for Chapman Entertainment to take-over managing the property in-house.”

Andrew Haydon, commercial and finance director, Chapman Entertainment added: “We have had a marvellous partnership with Target for the last five years and they, and in particular Helen Howells and her team, have been a huge partner in launching Fifi onto the world stage.

“Over this period, and with the launch of Roary the Racing Car we have developed a strong in-house licensing team and the time is now right to move all licensing activity in-house.

"A real focus for us moving forward is to promote our products cross-category and really drive bespoke retail propositions for both Roary the Racing Car and Fifi and the Flowertots in the UK and internationally.”


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