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‘Adventure Time’ Continues EMEA Expansion

Children’s series sees host of products following success in the EMEA region.

Turner’s Cartoon Network EMEA will attend Brand Licensing Europe with a host of brands, including “Adventure Time,” which continues to see significant growth in the region.

The ‘Adventure Time’ EMEA licensing program currently boast more than 100 licensees and recently has seen a number of new products hit the market, with even more slated to launch in the coming months.

First, Cartoon Network has partnered with LEGO for a building set featuring eight characters from the series including Finn, Jake and Princess Bubblegum. The company also inked a deal with Warner Bros. Interactive Entertainment that saw the series introduced on the “LEGO Dimensions” video game.

Meanwhile, Zara launched a global collection of branded t-shirts for boys. Spanish fashion label Desigual launched its first collection in March 2016 and will launch its second collection this fall/winter. A number of retailers will also introduce seasonal fashion ranges, including Next, Primark and HMV in the U.K., C&A in Germany and El Corte Inglés in Spain.

Additionally, in the U.K., Carton Network is extending its partnership with Dr. Martens to launch a fall/winter footwear collection featuring Lumpy Space Princess and Ice King. It will also launch an all-over multi-character t-shirt and backpack.

Other fashion partners including TVOE in Russia; Springfield and Zippy in Spain and Portugal; Original Marines in Italy; LPP, House, Cropp, Sinsay, Reserved Kids, Smyk and Mr Gugu in Central and Eastern Europe; and DeFacto in Turkey.

Next, Titan Publishing will expand its range of graphic novels and comics with new formats for the property.

A partnership with McDonald’s will also roll out in a number of EMEA markets in 2017, following its spring/summer run in the U.K., which featured 32 collectible characters and ran for eight weeks.

Cartoon Network recently launched the “Adventure Time” virtual reality mobile game and branded viewer in the U.K. and Nordics, titled “I See Ooo.”

Finally, Cartoon Network has partnered with Simworx to produce immersive attractions based on the series.

“In a little over five years, ‘Adventure Time’ has gone on an extraordinary and magical journey from an underground secret, to a cult hit, and now is riding high as a true mass-market proposition,” says Johanne Broadfield, vice president, Cartoon Network Enterprises EMEA. “The scale of partners that are supporting the franchise is immense and this really demonstrates how it is appealing to a broader audience than ever–from boys, girls, tweens, teens and adults, everyone loves it.”

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