Korea's Mashimaro Character Taps FME

FremantleMedia Enterprises has acquired the licensing rights to Korean graphic character Mashimaro from Clko Entertainment. FME will represent the brand in the U.K., Germany, France and Benelux.

FME will target the preschool market, appealing to licensees in toys, games, gifting, apparel, homeware, food, plush, cosmetics and digital.
The acquisition of Mashimaro builds on FME's portfolio of non-television brands. In 2008, FME launched the fashion-led Japanese graphic property Rebecca Bonbon to the international market at the Licensing International Expo.

"We are excited to be bringing such a loveable character to audiences outside of Korea," says Nathalie Delin, vice president of licensing in France for FME. "Our experiences and learning from building the Rebecca Bonbon brand internationally, coupled with FME's strong local licensing expertise around the world, mean the opportunities are endless for this cute and cheeky character."

Mashimaro celebrates its 10th anniversary this year. The character has since become a cult favorite and has transitioned into mainstream merchandise in the Korean market, including plush toys, home accessories, jewelry, figurines and fashion accessories.