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Diving 'Deep' with Technicolor

The children's animated series is taking on new depths with location-based entertainment, toys, apparel and more.

Technicolor's new animated TV series "The Deep," based on the graphic novel series by author Tom Taylor, is ramping up distribution and its consumer products program around the world.

"The Deep" follows the adventures of the Nekton family, a team of underwater explorers. The series airs in more than 130 markets around the world, and season two is rolling out now and into the fall in the U.K., Germany, Australia, Canada, the U.S. and more.

"For the U.S. market, we are particularly excited about being one of the premiere shows chosen by the new U.S. kids network, Universal Kids, which launched on Sept. 9," says Pam Kunick Cohen, head of brand management, licensing and merchandising, Technicolor. "And in overseas markets, while we are anticipating that most of our current partners will be on board for season two, we have new enquiries coming in on a regular basis due to the ratings successes to-date for this show."

Products are a focus for the brand now that it's established itself around the world, and Technicolor, which manages global rights for the brand, has appointed Simba Dickie Toys as master toy licensee, in a deal brokered by licensing agency CPLG, a DHX Media company. ("The Deep" is a co-production between DHX, which also handles distribution, and Australia-based A Stark Production.)

"Under the Simba brand, the toy company will initially release a range of figures, play sets and role-play toys and accessories, before expanding into outdoor, die-cast and radio-controlled vehicles," says Kunick Cohen. "Beyond the key toy and publishing categories, we are looking to expand into apparel, accessories, novelty, home décor, back-to-school and seasonal items."

Technicolor will also be announcing a global publishing partner this fall.

Location-based entertainment is also a focus for "The Deep" brand.

Merlin Entertainments Group launched an immersive entertainment experience based on the series at more than 20 of its Sea Life aquariums in the U.K. and Germany, says Kunick Cohen.

Other initiatives include online engagement activities to meet children on all platforms.

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