Cartoon Network Expands ‘Gumball’
Comedy series continues EMEA expansion with new fashions, stationery, publishing and more.
Cartoon Network has unveiled a number of licensing deals for its animated series “The Amazing World of Gumball.”
The network expects 2016 to be a big year for the brand, particularly in Spain, Portugal and Central and Eastern?Europe where a stream?of new merchandise?has begun rolling out.
In Iberia, toys are?the driving category and?products from licensees?Simba, Play by Play, Comansi and Fournier all recently hit shelves across the region. In the publishing category, Norma launched its Amazing World of Gumball comic in May across Spain, while Devir and Goody have recently released their publishing ranges in Portugal.
For the back-to-school season in Iberia, Cartoon Network worked closely with its licensees to launch an array?of “Gumball” products that featured?bold prints and the series’ characters. Karactermania launched bags and stationery, and a number of additional new licensees unveiled their first “Gumball” products including Cife (stationery), Continente (accessories) and Erik Group (stationery). These back-to-school launches were supported with catalog placements, POS and retail promotions.
Growing the brand’s fashion offering, department store El Corte Inglés is debuting a line of kids’ nightwear and apparel, and kidswear store Zippy recently introduced its boys’ apparel collection. Also new this year is Astro Europa’s collection of accessories and the consumer packaged goods category will be kicked off by an array of products from popular supermarket chains Continente and Dekora.
In Poland and Romania, Cartoon Network has recently launched fashion, housewares and back-to-school products this fall, with more to come in 2017.
In Romania, licensee Total Office launched its back-to-school “Gumball” lineup supported by promotional events in Carrefour.
Kicking off the apparel category for Poland, LLP SA launched a line at Reserved Kids and E Plus M unveiled its “Gumball” collection at Auchan. In addition, Verte recently debuted
its stationery line and Carbotex launched its “Gumball” bed linen. Beginning this month, “The
Amazing World of Gumball” will also be featured in Cartoon Network’s partnership with Perfetti Van Melle?on its Fruitella confectionery product, which will be supported by digital, social media and in-store branding.
“The Amazing World of Gumball” now has a presence in the dedicated Cartoon Network zone at IMG Worlds of Adventure in Dubai that includes a branded ride, café and retail store.
“The ratings for ‘The Amazing World of Gumball’ and engagement across digital platforms continues to climb, with audiences of all ages being drawn to its fabulous characters, original style and extraordinary stories,” says Johanne Broadfield, vice president, Cartoon Network Enterprises EMEA. “It’s a brand with so much potential and we’re delighted to be kicking off the EMEA?merchandise program?and bringing the show’s much-loved aspects to life. We’re?also excited to?see Gumball?come alive at?IMG Worlds?of Adventure.”