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Brand Central Takes on Pee-wee Herman

Pop culture icon Pee-wee Herman has signed Brand Central as his exclusive licensing agency for consumer products.

“Pee-wee had a huge merchandise program in the ’80s and ’90s, and now a new generation is embracing the return of Pee-wee,” says Ross Misher, chief executive officer of Brand Central. “For those who didn’t grow up watching ‘Pee-wee’s Playhouse’ on Saturday mornings, it’s an opportunity to introduce a whole new generation to the Pee-wee phenomenon.”

The Brand Central team is now beginning a full consumer products program for Pee-wee, who has experienced a resurgence in the past three years with the success of “The Pee-wee Herman Show” on Broadway and its Emmy-nominated HBO Special. Time Magazine named Paul Reubens, the creator of the Pee-wee Herman character, one of the top 10 comebacks of 2010.

In the past few years Pee-wee has appeared on “Top Chef,” “Jimmy Kimmel Live” and “Saturday Night Live.” A feature film is also in the works, to be produced by Judd Apatow, producer and director of The 40-Year-Old Virgin and Knocked Up.

Brand Central is available in Booth 5368 at Licensing Expo this week in Las Vegas, Nev.

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