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Dreamworks Animation and Mattel's Fisher-Price Announce Exclusive Licensing Relationship

Kung Fu Panda 2 and Penguins of Madagascar Toy Lines Debut at Toy Fair 2011

Playthings Staff -- Gifts and Dec, 2/10/2011 4:23:02 PM

New York, NY - Mattel, Inc.'s subsidiary, Fisher-Price, Inc., and DreamWorks Animation SKG, Inc. announced that they have entered into an exclusive licensing relationship in which Fisher-Price will serve as the worldwide master toy licensee for a number of DreamWorks Animation's theatrical feature film releases and television series.
Fisher-Price will debut the first of its new toy collections for Kung Fu Panda 2 and The Penguins of Madagascar at Toy Fair 2011. The additional DreamWorks Animation theatrical releases featured under the licensing relationship include Puss In Boots, The Croods, Madagascar 3 and Legend of the Guardians and the television properties include Kung Fu Panda: Legends of Awesomeness.
"We believe that entrusting DreamWorks Animation's beloved characters to the world's number one toy manufacturer will ensure a fun, innovative and world-class brand presence in stores across the globe," commented Kerry Phelan, head of worldwide consumer products and licensing for DreamWorks Animation.
"We're excited and proud to be working with a true innovator in high-quality entertainment," said Diana Dunn-Graves, Fisher-Price vice president of marketing. "This alliance is a great fit for Fisher-Price because we put into children's hands the fun-loving characters that DreamWorks Animation brings to life on the big and small screens."
Po and The Furious Five return to the theatres on May 26, 2011 in DreamWorks Animation's Kung Fu Panda 2. The studio plans to launch the Kung Fu Panda: Legends of Awesomeness television series on Nickelodeon during the fall of 2011. This spring, Fisher-Price will introduce the Kung Fu Panda 2 toy collection, including action figures, mini collectible figures, role play, and plush. This fall, Fisher-Price will introduce The Penguins of Madagascar toy collection, including figures, playsets, role play, and plush.

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