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Cartoon Network Names Mattel Master Toy Licensee

Miscellaneous: Jay Cochran - 2006.06.13


Cartoon Network's worldwide consumer products division Cartoon Network Enterprises (CNE) today announced an exclusive, long-term global partnership with the world's leading toy company, Mattel, Inc. (NYSE: MAT), for a multi-year, multi-property deal. The master toy license agreement covers original Cartoon Network properties for the 6 to 11 age group and also carries a first-look option on all newly created original series and programming.

"We are pleased to be aligning the Cartoon Network brand with one of the world's largest and most respected toy companies, setting the stage for great success in the all important toy and games category," said David Levy, President of Turner Entertainment Sales and Marketing. "We've always had a very strong relationship with Mattel as an advertiser and now we are extending that into consumer products. This will enhance the brands of both companies by combining our assets as a leading entertainment company with their expertise in the global toy market."

"We're confident that combining Cartoon Network's strength in creating original, quality programming with Mattel's expertise in developing innovative products will engage kids in new ways," said Neil Friedman, President of Mattel Brands. "By leveraging the Cartoon Network brand as well as their original content, we're opening up a whole new type of creative and licensing partnership."

Under the agreement, Mattel will have licensing rights to multiple toy and games categories including vehicles, action figures, playsets, role-play, board games, puzzles, and youth electronics items for the Cartoon Network brand as well as shows including Fosters Home for Imaginary Friends, The Powerpuff Girls, Camp Lazlo, Ed, Edd n Eddy, The Grim Adventures of Billy & Mandy, the newly launched My Gym Partner's a Monkey and The Life & Times of Juniper Lee. Existing relationships for other original series will remain unaffected by the deal.

In 2007, the first product lines to come to market under the agreement will be toys based on one of Cartoon Network's most successful series, the Emmy(R)-winning Foster's Home for Imaginary Friends, created by Craig McCracken, the visionary behind The Powerpuff Girls. Products for Ed, Edd n Eddy, Camp Lazlo and The Grim Adventures of Billy & Mandy will also debut in 2007.




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