ITV to Rep Playmobil in U.K.ITV to Rep Playmobil in U.K.

ITV Studios Global Entertainment has teamed up with Playmobil in the U.K. to help the brand celebrate its 40th anniversary this year and capitalize on the launch of the new Playmobil-inspired TV series, “Super 4.”

The consumer products partnership will see ITVS GE develop a licensing strategy aimed at two distinct markets: adult fans and collectors with gifts and accessories, and kids with apparel and publishing.

The first-ever Playmobil TV series, “Super 4,” will also premiere this year and is co-produced by Method Animation and Morgen Studios. The 52 x 11 CGI series features characters and settings inspired by the Playmobil universe and targeted to girls and boys ages 5 to 9.

“This partnership marries three respected brand names from the worlds of children’s toys, digital gaming and entertainment,” says Trudi Hayward, senior vice president, head of global merchandising, ITVS GE. “The strong appeal of Playmobil is driven by enduring brand values and in the expert hands of Morgen Studios and Method Animation, ‘Super 4’ is sure to build on and complement that legacy. Playmobil is a significant addition to our portfolio of third party merchandising and licensing representations, and we look forward to working with Playmobil and Morgen Studios here in the U.K.”