Mr. Men Taking Hold in U.S.

Chorion is busily signing on new partners in the United States to build a comprehensive licensing and merchandising program to support the new daily animated television series, “The Mr. Men Show,” premiering daily on Cartoon Network, Feb. 4 at 9 a.m. (ET). “The Mr. Men Show” builds on the momentum already generated in the teen and young adult market by the classic Mr. Men and Little Miss apparel and accessories lines. With the “Mr. Men” brand identity already established with consumers, the strong roster of licensees for the television show has come even before the show’s Cartoon Network debut.  

Collections of TV tie-in merchandise will be introduced to U.S. retailers beginning in early 2009 with offerings from Freeze, Armitron, ES Originals, Skechers, Briefly Stated, American Greetings, and others. Toy rollout commences in fall/holiday 2009 with the first product introductions from master toy licensee Fisher-Price.  

“With an iconic pop-culture status that is now well into its second generation of fans, this is a brand that speaks to the consumer in a big way,” says Cheryl Gotthelf, senior vice president of Global Brand Management. “The TV launch will take the franchise to another level as a new generation of kids discovers its singularly wacky and endearing appeal.”