Rastamouse Adds to Roster

DHX Media has signed its first food and beverage deal for the character brand Rastamouse, as well as a deal for electronics accessories.

Rastamouse and other characters from the show, which airs on CBeebies, will be the latest animated characters to appear on packs of Dairy Maniacs Cheddar Stix, in a partnership with First Milk.

Packs of Dairy Maniacs Cheddar Stix featuring Rastamouse are available now in Asda stores across the U.K.

"This promotion signals our first move into the food and beverage space," says Angeles Blanco, director of international licensing, DHX Media. “As we join the ranks of other iconic brands that have been associated with Dairy Maniacs Cheddar Stix, this promotion will support our rapidly growing licensing program and will contribute to the success that Rastamouse is already seeing at retail.”

In a second deal, DHX has partnered with Cover Yours to develop a range of phone cases, iPad/tablet covers and self-adhesive phone, laptop and game console skins featuring Rastamouse. The range of electronics accessories will be available beginning this fall in the U.K.

First Milk and Cover Yours join other an active U.K. program for the brand which, most recently, includes new book sets from Macmillan, the release of a summer song single, a CBeebies radio show, live appearances and a monthly Rastamouse magazine from Immediate Media. Additionally, Da Easy Crew (the name of the series’ band) have signed their second album deal with EMI and Character Options is continuing to release additional SKUs to complement their current line of Rastamouse plush toys, adding play sets and musical toys. Somerbond has launched pajamas and underwear, GB Eye released posters and stickers and this fall, Roy Lowe will bring hats and scarves to retail.