Chorion has appointed Dream Theatre as its agent for the Indian subcontinent for its brands Mr Men and Little Miss and Noddy. Dream Theatre Private Limited is an entertainment company based in Mumbai and will manage exclusive licensing and merchandising rights for Mr Men and Little Miss and Noddy across India, Pakistan, Bangladesh and Sri Lanka.

Dream Theatre plans to introduce, for the first time in India, Noddy apparel, home furnishings, personal care, school bags, home video and other categories. It will also concentrate on licensing deals and merchandising promotions for the Mr Men and Little Miss classic characters.

Melissa Tinker, senior vice president of licensing, Asia Pacific, at Chorion, says: “Noddy has achieved an impressive level of awareness over the years with a publishing range by Eurokids, toys distributed by Funskool and the support we have received from Cartoon Network with our ‘Make Way for Noddy’ series and newly launched ‘Noddy in Toyland.’ Dream Theatre has been proactive in bringing new partners on board.”