Cartoon Network Enterprises has signed a multi-year, multi-platform deal that names toymaker Mattel the network’s master toy licensee. The deal gives Mattel licensing rights to build toys for a number of Cartoon Network shows, including Fosters Home for Imaginary Friends, The Powerpuff Girls and Camp Lazlo.
Cartoon Network Enterprises is the branding and merchandising arm of Cartoon Network.
“We’ve always had a very strong relationship with Mattel as an advertiser, and now we are extending that into consumer products,” said David Levy, president of Turner Entertainment sales and marketing, in a statement. “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.”
Under the agreement, Mattel will have licensing rights to toys and games, including vehicles, action figures, playsets, role-play, board games, puzzles, and youth electronics items. In addition, the deal gives the brand, best known for its Barbie line, licensing rights to Cartoon Network shows. Other shows include Ed, Edd n Eddy, The Grim Adventures of Billy & Mandy, My Gym Partner’s a Monkey and The Life & Times of Juniper Lee.
“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, in a statement. “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.”
The deal marks the first time the network has licensed its brand in the U.S., the company said. The first products to roll out in 2007 will be based on Fosters Home for Imaginary Friends, Camp Lazlo, Ed, Edd n Eddy and The Grim Adventures of Billy & Mandy.
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