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ITV Gets to Cut The Rope

ITV Studios Global Entertainment has been appointed licensing agent across all countries in the European Union for developer ZeptoLab’s game “Cut The Rope.” ZeptoLab has already begun to expand the franchise beyond gaming and plans to co

ZeptoLab has already begun to expand the franchise beyond gaming and plans to continue this momentum by entering the European licensing arena.

“The incredible popularity of both ‘Cut The Rope’ and Om Nom has made a licensing campaign an obvious next step,” says Tanya Haider, head of licensing and merchandising, ZeptoLab. “We are thrilled to have a major name like ITV Studios Global Entertainment on board for the crucially important European market and look forward to working with them to build on the phenomenal success of the brand so far.”

The first phase of ITV’s licensing campaign will target core fans ages 8-24, and will focus on apparel, gifting, publishing and mobile and games accessories. There is also a growing fan base of younger players, which the franchise intends to capitalize on in the second phase of its licensing campaign.

A marketing and PR campaign is also planned across digital, visual and print media.

“Digital properties are already a strong part of the licensing landscape,” says Jean-Philippe Randisi, executive vice president, consumer products, ITV Studios. “I strongly believe that ‘Cut The Rope,’ a digital brand that resonates with children and adults alike, has vast potential as a licensed property.”

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