AGE Re-Launches ‘Herself the Elf’

American Greetings Entertainment and Gaumont Animation are joining forces to reboot the 1980s girls’ brand Herself the Elf with an all-new animated TV series.

Gaumont will co-develop, co-produce and co-distribute the 52x11 animated series around the world.

AGE will manage the brand’s consumer product rollout.

“AGE has an unparalleled track record in transforming retro brands into modern icons that are both relevant for and in demand by today’s kids,” said Sean Gorman, president, American Greetings Entertainment. “From our vantage point, Gaumont Animation is the perfect partner to bring our all-new vision of ‘Herself the Elf’ to life with a fantastic animated series to serve as the foundation of an incredibly competitive girls’ brand.”