Turner CN Enterprises announced deals with more than 60 partners for the licensing roster of Generator Rex in Europe, the Middle East and the Americas.
Key partners include master global toy partner Mattel, video games publisher Activision and construction toy partner MEGA Bloks. More partners signed to the Generator Rex EMEA program include Blues Clothing (apparel), VMC (accessories), Pyramid (posters), Finsbury Food Group (food and drink), NV Belltex S.A. (domestic products), Blue Ocean Entertainment (magazine), Graffiti (backpacks, trolley bags, paper stationary and gifting items), Dogan Egmont (publishing, audio and music) and Keskin Colour (stationary).
The “Generator Rex” TV show debuted on the Cartoon Network channel in the U.K., Spain and Italy. An EMEA broadcast rollout is underway, and the brand is set for a high profile, event-lead retail launch in the U.K. this August followed by the rest of EMEA this Christmas.
“Generator Rex contains all the characteristics of an appealing and highly licensable boys’ brand, and to have over 60 licensees on board at this stage in the life cycle of the property bodes very well,” says Alan Fenwick, vice president of Turner CN Enterprises. “Generator Rex has a great story with a likeable and aspirational lead character and lots of cool gadgets, vehicles and weapons that can translate well to product. We have already committed to three series of the show and have a clear five year franchise plan to support Generator Rex not just for the launch but as it establishes itself as a leading boys’ property for the future.”