Hoho Rights has appointed Active Merchandising to represent its preschool property Cloudbabies in Germany, Austria and Switzerland. 

The appointment follows the announcement that ARD and ZDF’s children’s channel KiKA will air the CG-animated series later in 2014.

Anita van Esch, managing director of Active Merchandising, has been in the licensing industry for nearly 20 years. She worked for Mattel in the Netherlands on Barbie and headed up the licensing department for both Super RTL and Nickelodeon respectively in Germany where she worked on brands such as Bob the Builder and SpongeBob SquarePants.

"We are delighted to be partnering with Anita. She shares our passion for Cloudbabies: the characters, the storytelling and, of course, the wealth of licensing opportunities that the brand offers in both the toddler and nursery categories," says Helen Howells, joint managing director, Hoho Entertainment. "Together we hope that we can build Cloudbabies into a true classic to join Anita’s already impressive portfolio of brands.”