NY TOY FAIR 2011: Mattel reveals huge Dreamworks deal

Mattel has signed a raft of exclusive master toy licences for a number of forthcoming Dreamworks brands.
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The deal will see Fisher-Price as the worldwide master toy licensee for a number of DreamWorks Animation’s theatrical feature film releases and television series.

Toy Fair will see the debut the first of its new toy collections for Kung Fu Panda 2 and The Penguins of Madagascar. The additional DreamWorks Animation theatrical releases featured under the licensing relationship include Puss In Boots, The CroodsMadagascar 3 and Legend of the Guardians and the television properties include Kung Fu Panda: Legends of Awesomeness.

"We believe that entrusting DreamWorks Animation’s beloved characters to the world’s number one toy manufacturer will ensure a fun, innovative and world-class brand presence in stores across the globe,” commented Kerry Phelan, head of worldwide consumer products and licensing for DreamWorks Animation.

"Together with Mattel and Fisher-Price, we have crafted a new ‘pre-cool’ strategy to deliver compelling toy lines and unique play experiences that are age-appropriate for three to eight-year-old movie fans."

"We’re excited and proud to be working with a true innovator in high-quality entertainment," said Diana Dunn-Graves, Fisher-Price vice president of marketing. "This alliance is a great fit for Fisher-Price because we put into children’s hands the fun-loving characters that DreamWorks Animation brings to life on the big and small screens."


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