Platinum Films has appointed the Simba Dickie Group master toy licensee for its animated adventure series “Matt Hatter Chronicles” in the EMEA region, CEE, Russia and India.

Simba will develop a complete toy range targeted at boys ages 5- 10-years-old that will infuse the show’s 3D Multivision and Hero Hatter Tech features. The line will include action figures, vehicles, role play items, play sets, remote control vehicles and die-cast.

“We are delighted to work together with Platinum Films on the development of the toy range for ‘Matt Hatter Chronicles,’” says Uwe Weiler, chief operating officer, Simba Dickie Group. “For the Simba Dickie Group, this is one of the biggest projects for the coming years. We believe that the fabulous content of the Matt Hatter story and the cooperation with the unbelievable creative film team of Platinum will be a wellspring for many innovative and successful toy products.”  

This pan-regional master toy deal is the latest in a succession of broadcast and commercial signings that have seen “Matt Hatter Chronicles” sold into more than 80 countries worldwide and has boosted plans for a multi-territory consumer product rollout in 2014.

The international Matt Hatter licensing program already includes global publishing partner Penguin (print and digital novelization), Titan (print and digital comics) and Topps (trading cards and sticker albums), as well as U.K. licensees, under the management of regional agent ITV Global Entertainment, such as Character World (bedding and homewares), Trademark Collections (bags and fashion accessories), TDP Aykroyd (underwear and nightwear), Pedigree (annuals) and VMC (dress up and accessories).

Global agents for the brand include Exim (Latin America), Biplano (Iberia), Revolution (South Africa) and B-Rights (Greece and Cyprus).