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"Pocoyo" Racks Up 100 Licensees

Zinkia and ITV have signed new deals for the preschool show “Pocoyo,” bringing the total number to 100 and resulting in 1,500 brand references in the market.

Recent deals include Panini for a monthly magazine starting in September, Supergrass for computer accessories, Ideal Casa for home wares, Dolci Preziosi for chocolate eggs and Dr Play for themed playgrounds in Spain.

“At Zinkia, we invest a lot of creative energy building the brand; we’re constantly producing new content and images to keep Pocoyo fresh and compelling,” says Maria Doolan, managing director of brand and business development at Zinkia.

In Spain, where the series airs on state broadcaster TVE and pay-TV platform Boomerang, “Pocoyo” is the country’s biggest animation export and a huge domestic hit, distributing more than 2.5 million toys, 700,000 books and leading the ranking in DVD sales with 1.2 million units. Bandai America Incorporated is master toy licensee for Pocoyo in the U.S. and Canada and is launching a toy line due to hit retail this fall.


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