April 6, 2018
Girls’ publishing property to be expanded with multi-platform content and consumer products.
Mattel has tapped DHX Media to produce and distribute a range of new, multi-platform content based on its children’s publishing property, Rainbow Magic.
The long-term, exclusive, worldwide agreement will be managed under the Mattel Creations division, while new content under the agreement will be developed and produced at DHX Studios.
Rainbow Magic follows the adventures of two girls, Rachel and Kirsty, and their magical friends and adventures in Fairyland. The series includes more than 200 books in more than 30 languages. The series is currently published by Orchard in Europe and Scholastic in the U.S.
Mattel will oversee the global brand management and global toy rights. Meanwhile, both companies will work together to mutually approve consumer product licensing activities for territories in which DHX has a consumer products presence.
“We are delighted to once again team up with Mattel,” says Dana Landry, chief executive officer, DHX Media. “Following on from our recently announced partnership around the celebrated Mattel brands, ‘Bob the Builder,’ ‘Fireman Sam,’ ‘Little People’ and ‘Polly Pocket,’ this new Rainbow Magic agreement continues to leverage the strong and highly complementary relationship that exists between our companies. Rainbow Magic enjoys enormous popularity with girls around the world, driven by the brand’s extensive publishing program, and we see this as a tremendous opportunity for DHX and Mattel to grow the brand to new heights worldwide.”
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