Mattel to produce Mia and Me toys

Toy giant partners with Italian firm Rainbow to create toy range for new girl's property.
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Mattel has signed a deal with Italian licensor Rainbow to manufacture a range of toys based on upcoming TV series Mia and Me.

The live-action CGI hybrid show – which is targeted at girls aged five to eight years old – will air in over 50 territories worldwide this year.

In addition to Mattel producing Mia and Me toys, a licensing programme is underway for the property with partners such as Panini, Belltex, Unilever Germany and others already on board.

“Mia and Me is an exciting new property for Rainbow, and we are thrilled to have secured Mattel as our toy partner,” said Bettina Koeckler, Rainbow’s senior VP and general manager for global consumer products. 

“Their enormous experience and success at retail makes them the perfect fit for the brand.”

Mattel's licensing acquisitions and business development VP Holly Stein added: "We’re excited to have secured this licence with Rainbow and look forward to being a part of the property launch and merchandising program."

Rainbow will be presenting Mia and Me in booth 5727 at the 2012 Licensing International Expo in Las Vegas.

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