The brand, which is targeted at girls up to eight years old, has more than 40 partners covering an impressive and varied portfolio of products from clothing to gifting and publishing.
Endemol will pursue a multi-platform licensing program with brand extensions targeting numerous core categories including toys and games, gifting and merchandising, stationery, publishing, mobile and smartphones and promotions.
In the U.K., Endemol is looking to further promote Lillebi by securing a major high-street retailer for a direct to retail license. Similar strategies will be adopted in the CEE markets.
“Lillebi offers a variety of delightful characters and engaging narratives, whilst also promoting positive values for children and adults,” says Olivier Gers, chief executive officer of Endemol Worldwide Brands. “It is an extremely strong property that can easily replicate its success in Germany across the major markets around the world. We believe it has the potential to become a major worldwide kids brand. This is a good example of Endemol’s global network that allows us to spot a major property in one market and help roll it out internationally.”