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‘ALVINNN!!!’ Names Mattel as Master Toy

Mattel will develop a full range of toys to accompany the Nickelodeon TV series.

Bagdasarian Productions has tapped Mattel to serve as the master toy licensee for the CG-animated TV series “ALVINNN!!! and the Chipmunks.”

Mattel will now develop a full line of toys including role play, music items, articulated figures, play sets, R/C vehicles, plush and more.

“The irresistible personalities and music from the ‘Alvin and the Chipmunks’ series allow us to bring to life a toy line that is perfect for kids to recreate adventures from the top rated Nickelodeon television show,” says Susie Lecker, executive vice president and chief brand officer, Toy Box division, Mattel. “The fun and playfulness of the characters is seen throughout the entire toy line, hitting shelves later this year.”

The animated series follows the adventures of Alvin, Theodore, Simon and the Chipettes and currently airs on Nickelodeon around the world. The TV show was commissioned by M6 and produced by Bagdasarian in collaboration with Technicolor Animation Productions.

PGS Entertainment represents the series around the world.

“Following the domestic and international success of the TV show, having a partner like Mattel to expand the ‘Chipmunks’ universe is a big milestone for the ‘Chipmunks’ growth at retail,” says Guillaume Soutter, president, PGS Entertainment.

Mattel’s toy line is now available exclusively at Toys ‘R’ Us in the U.S. and will roll out nationwide, as well as in Latin America and Europe, in 2017.

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