Warner Bros. Consumer Products EMEA has appointed Giochi Preziosi as the master toy licensee for Tom and Jerry in Western Europe and Turkey. 

The international toy manufacturer has signed a 3-year deal with WBCP that will see a comprehensive toy range for the famous cat and mouse duo.

Hero products in Giochi Preziosi’s range will include figure assortments, play sets and action games. 

Toys will begin hitting shelves in Europe at the end of 2012 and continue through 2013.

Warner Bros. Consumer Products is also now looking for local distributors to expand the preschool toy line into other markets including Eastern Europe, the Middle East and Nordics.

“The Giochi Preziosi Group is a truly outstanding partner that recognizes the vast potential of the Tom and Jerry brand,” says Glynn Davies, category director, toys and games, WBCP, EMEA. “Working together we’ve created a high-quality product range that brings the vast heritage and fun of this property to life for the kids. We look forward to working with Giochi Preziosi as we develop Tom and Jerry’s position as a leading unisex preschool brand.”

More than 70 years since the broadcast of their first animated short, “Tom & Jerry” continues to be aired throughout Europe on Cartoon Network and Boomerang, as well as various regional networks.

“The great awareness this on-air presence continues to create and the ageless appeal of Tom & Jerry comes to life in the figures, play sets and action games,” Davies added. “With this high level of familiarity, we think that mums and dads are also going to enjoy joining in the fun with their kids, giving the whole family the opportunity to create their own stories or act out their favorite scenes from the show.”

Earlier this month, Giochi Preziosi was also appointed as master toy licensee for FremantleMedia’s Tree Fu Tom in the EMEA region. Click here to read more.