Chapman Entertainment Takes "Fifi" Licensing Home

Target Entertainment Group and Chapman Entertainment's licensing deal on Fifi and the Flowertots ends in May when the rights revert to Chapman. Target will continue to represent the property for international television sales.

Since the launch of "Fifi and the Flowertots" at Mipcom in 2004, Target has signed more than 50 licensing deals in the U.K. and has sold the series to broadcasters in more than 160 territories.

"We have had tremendous success licensing Fifi and the Flowertots and have been instrumental in supporting Chapman Entertainment to help build the brand," says Helen Howells, global brand director at Target Entertainment Group. "We'll be sad to say goodbye to Fifi but appreciate now is a good time for Chapman Entertainment to take over managing the property in-house. Target will soon be announcing details of its own in-house brands which will launch at Mipcom Junior later this year."

"We have had a marvelous partnership with Target for the last five years and they, and in particular Helen Howells and her team, have been a huge partner in launching Fifi onto the world stage," says Andrew Haydon commercial and finance director at Chapman Entertainment. "Over this period, and with the launch of Roary the Racing Car, we have developed a strong in-house licensing team, and the time is now right to move all licensing activity in-house. A real focus for us moving forward is to promote our products cross-category and really drive bespoke retail propositions for both Roary the Racing Car and Fifi and the Flowertots in the U.K. and internationally."