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Mattel deals for Cartoon Network rights

By Staff -- Gifts and Dec, 6/13/2006 1:03:00 PM

NEW YORK —Cartoon Network's worldwide consumer products division, Cartoon Network Enterprises ( CNE ), has signed Mattel to a long-term, global master toy agreement that covers original Cartoon Network properties for the 6 to 11 age group. The deal also carries a first-look option on all newly created original series and programming.

Under the agreement, Mattel will have licensing rights to multiple toy and games categories including vehicles, action figures, playsets, role play, board games, puzzles, and youth electronics items for the Cartoon Network brand as well as shows such as Fosters Home for Imaginary Friends, The Powerpuff Girls, Camp Lazlo, Ed, Edd n Eddy, The Grim Adventures of Billy & Mandy, the newly launched My Gym Partner's a Monkey and The Life & Times of Juniper Lee. Existing relationships for other original series will remain unaffected by the deal.

"We've always had a very strong relationship with Mattel as an advertiser and now we are extending that into consumer products,” says David Levy, president of Turner Entertainment Sales and Marketing. This will enhance the brands of both companies by combining our assets as a leading entertainment company with their expertise in the global toy market."

In 2007, the first product lines to come to market under the agreement will be toys based on the Emmy Award-winning Foster's Home for Imaginary Friends, created by Craig McCracken, the man behind The Powerpuff Girls. Products for Ed, Edd n Eddy, Camp Lazlo and The Grim Adventures of Billy & Mandy will also debut in 2007.

"We're confident that combining Cartoon Network's strength in creating original, quality programming with Mattel's expertise in developing innovative products will engage kids in new ways," says Neil Friedman, president of Mattel Brands. "By leveraging the Cartoon Network brand as well as their original content, we're opening up a whole new type of creative and licensing partnership."

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