Tomy becomes global master toy partner for Pajanimals

Initial agreement for the US with The Jim Henson Company extended to include rest of the world.
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Tomy International has expanded its agreement with The Jim Henson Company for the Pajanimals brand - becoming global master toy partner.

The firm was initially appointed as the US master toy licensee in October 2011.

Under the terms of the new deal, Tomy International will now replicate its US line on a global basis.

Products include nine-inch and 15-inch plush toys based on each of the series' four main characters (Sweetpea Sue, Squacky, CowBella and Apollo), nighttime projectors, monitors, nightlights and a Snuggle Up Story Mat.

Tomy will debut the first Pajanimals products - the plush and the Story Mat - in the US in October. The same lines will also launch in the autumn in Australia.

The broader line will roll out in both the US and in Europe, Latin America, Australia and Canada next year.

"The Tomy products developed for Pajanimals for the US are perfectly aligned with our vision for the brand and convey the comforting, nurturing and adorable nature of the Pajanimals characters," said Melissa Segal, SVP global consumer products at The Jim Henson Company. "We've been very impressed by Tomy as a key licensing partner, and the company's international strategy for Pajanimals demonstrates its keen understanding of the marketplace, as well as of our brand."

Greg Kilrea, president of Tomy International, added: "Working with The Jim Henson Company has spurred our creativity in the development of products that not only engage children in imaginative play throughout the day, but also help to teach and reinforce nighttime rituals that help children enjoy restful sleep.

"The Pajanimals brand, characters and storylines are universal, and we expect children all over the world will want their own Pajanimals characters and toys to play with at home."

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