New licensing deals for DangerMouse

Dress-up and t-shirt deals inked for classic property.
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FremantleMedia Enterprises has signed a raft of new licensing deals for classic kids' brand, DangerMouse.

Fans of the series will be able to dress up as either DangerMouse or Penfold following a deal with Smiffy's in the UK to produce a range of costumes and accessories for adults and children. Bravado International Group has renewed the rights to produce a line of men's DangerMouse t-shirts, hooded sweatshorts and headwear.

The range will be available in record retail chains across the UK, including HMV, Virgin and MVC, as well as in Envy, Urban Outfitters and online through Play.com and Truffleshuffle.co.uk.

This is the first time that Fremantle has taken DangerMouse apparel into the record retail industry.

In addition, the firm has licensed rights to Global Licensing Limited to produce men and women's t-shirts and sweatshirts for distribution into High Street retailers such as Tesco, Asda, Topshop, New Look, Woolworths and John Lewis. PMS International has also been granted the rights to produce DangerMouse plush and keyrings for distribution in amusement sectors.

"The response we've had from both licensees and retailers alike clearly illustrates the ongoing strength and interest in the brand and we look forward to ensuring DangerMouse stays at the forefront of consumers' minds, where he belongs," said Dominic Burns. FremantleMedia senior VP of licensing.

DangerMouse is currently celebrating his 25th birthday and, to coincide with this anniversary, FME has teamed up with a raft of licensees to launch a line of celebratory products including apparel, collectible figurines and a special edition 25th anniversary DangerMouse DVD box set.

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