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Firefly tapped for Digimon licensing effort

By Staff -- Gifts and Dec, 2/17/2010 9:41:00 AM

Bandai LOS ANGELES—Firefly Brand Management has been named licensing agent in North America for the animated television franchise Digimon, producer Toei Animation said today.

Firefly will be responsible for merchandise licensing sales for the first five seasons of the series, a long-running hit in Japan that briefly flowered in the U.S. during the early 2000s.

“As one of the industry’s most reputable and experienced licensing agents, we look forward to benefitting from the expertise of Firefly’s founder, Cynthia Modders, and her brilliant colleagues,” said Kanji Kazahaya, President and COO of Toei Animation.

The fifth iteration of the show, Digimon Data Squad, follows the adventures of two main characters, Marcus and Agumon, as they challenge a menacing Digimon from the Digital World who intrudes into the Human World.

Digimon began in the mid-’90s as a virtual pet from Bandai.

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